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Amarula supports African elephants with US campaign
Distell-owned cream liqueur brand Amarula is continuing its efforts to protect African elephants with a new US campaign, called Don’t Let Them Disappear.
Amarula kicked off its campaign with a life-sized ice sculpture of an African elephant in New York
In partnership with conservation group WildlifeDirect, the fundraising campaign has been created to raise awareness of the declining population of African elephants.
The fundraising initiative will see US$1 from every bottle of Amarula sold in the US between 1 September to 31 December go directly to WildlifeDirect’s conservation efforts.
“There are only approximately 400,000 African elephants left in the world, and one is lost every 15 minutes to poachers. We need help spreading the word about the plight of our elephants,” said Dr. Paula Kahumbu, CEO of WildlifeDirect.
“This campaign is a critical component to our global conservation efforts, and the funds raised through Amarula’s help with truly make a difference.”
The global initiative by Amarula continues the company’s efforts since 2002 to help save the African elephants, and follows the brand’s Name Them Save Them campaign.
The elephant has been a symbol for the brand since it launched in 1989.
The Don’t Let Them Disappear campaign kicked off with an event held in New York on World Elephant Day (12 August). A life-sized ice sculpture of an African elephant was placed in the sweltering heat to illustrate the rapid loss of the African elephant population.
Amarula is available in the US at a retail price of US$23.99.