Distell's cream liqueur brand Amarula has launched an on-pack promotion as part of its pre-Christmas push to drive brand awareness. 

The company said today (9 November) that the two-tiered promotion, entitled 'Win-an-Elephant', which will involve neck collar advertising on its 700ml bottles of Amarula, will give consumers the chance to win a safari trip to South Africa.

The consumers will be directed to the website www.winanelephant.com where they will be able to find out if they've won either an elephant safari trip to Kruger Park, or a limited-edition elephant calendar, the company said.

First Drinks Brands Amarula brand manager Mark Collins said: "The bottle neck collar with its promotional imagery will create excellent stand out on shelf offering an instant wow factor amongst the brand's key target audience. 

In addition, the activity has been designed to demonstrate Amarula's strong association with elephant conservation in Africa, whilst encouraging trial of the brand itself," Collins added.

The South African brand has also teamed up with jewellery designer Wendy Pickard to create a sterling silver and rosewood piece in the shape of an elephant's tusk.

The jewellery will be available exclusively online through Chez Bec and will retail at GBP49 (US$103), with the proceeds going to Amarula Cream's elephant conservation projects in South Africa.