June 28, 2010
With football fever high here, Caribbean Producers Jamaica has been aggressively promoting Amarula liqueur, an official sponsor of the 2010 World Cup. This creamy African drink has allowed Jamaicans to have an authentic South African experience during the FIFA event.
Through Facebook, CPJ fans have been able to access all things Amarula, For the past month fans have flocked to CPJ's Facebook page to for weekly Amarula recipes. Now CPJ is offering loyal Amarula fans the opportunity to win gift baskets of Amarula gear. Panmedia designed a quiz competition for CPJ to promote the liqueur.
The giveaways occur weekly over the course of the World Cup. Each Friday a trivia question about Amarula is posted, and the first person to respond correctly is awarded a hefty Amarula gift basket with stylish trademark gear.
Though new to the island, Amarula is the second largest cream liqueur seller worldwide after Bailey's Irish Cream. Amarula's distinctive taste is derived from the marula fruit whose potency was discovered when elephants were seen getting intoxicated from eating fermented fruit that had fallen from the tree.
Facebook response to the Amarula brand has been exceptional, with fans requesting more information on the product and even petitioning for more distribution locations. Many of these fans made a point of showing up at the various tasting events promoted on the Facebook page.
This Gift Basket promotion promises to be an exciting one, as many fans have been studying their Amarula facts in anticipation of the next trivia question.