Cheryl Hunter (shelflife at’s weekly pick of all things new — product, packaging, design, insight, food, décor and more!

  • Amarula and FCB Cape Town fight ivory trade
  • South Africa’s first craft-gin club: The Gin Box
  • eBay and MallforAfrica take Africa to the US

Amarula Trust leads global campaign

Advertisers say that it is often the simplest ideas which are the most powerful, and the new global campaign from the Amarula Trust, one of the leaders in the fight against ivory poaching, is a fitting example.

Amarula label without elephantThe African elephant is on the brink of disappearing, with one elephant killed every 15 minutes for its ivory, creating the very real possibility that the elephant could disappear by 2030. The Amarula Trust and WildlifeDirect in Kenya joined forces last year to raise awareness on the plight of the African elephant and a global #DontLetThemDisappear campaign was launched.

To illustrate this harsh reality, cream liqueur Amarula, in partnership with ad agency FCB Cape Town, has decided to remove the elephant from its label to illustrate the impact of ivory poaching to consumers. An online film released on YouTube in July also shows the reality of poaching and the “behind the scenes” story of how ivory gets to consumers.

Says Saramien Dekker, Amarula global brand development manager, “Amarula shares a close relationship with the African elephant — it’s not just our icon; we have always had a special bond with these magnificent creatures as the marula tree and its fruit contribute enormously to the well-being of the elephant and the very existence of Amarula. Removing the elephant from our logo signifies our commitment to the fight against ivory poaching and saving the African elephant from extinction. If we don’t raise awareness to stop the ivory trade, elephants will disappear — just like the one our label.”

Spearheading the campaign is Dr Paula Kahumbu, CEO of WildlifeDirect and renowned global expert in the field of elephant conservation, who will visit SA in September.



Gin fever

While SA has certainly caught gin fever, it might come as a surprise that there are now more than 75 local gin brands being produced by 50 local gin distillers dotted around the country. This is the background for the launch of SA’s first craft gin club, The Gin Box.

The Gin BoxGlobal growth of gin has increased year on year, accelerating dramatically for the past three years, with new consumers and product innovation the driving forces behind the sector’s international success. SA has the benefit of a massively diverse flora that provides botanical ingredients unlike anywhere else in the world, rooibos and fynbos being among two of the most common examples. This, together with a local appetite for entrepreneurship, has seen many distilleries popping up, crafting often adventurous, small batch gins to satisfy any palate.

Says Jean Buckham, founder of The Gin Box, “Gin has long been enjoyed in South Africa and, for decades, we have been drinking many imported British gins, because, up until recently, we had never really ‘South Africanised’ it. In addition, it had always been drunk with a simple tonic, but it could be adapted and made more original by adding hints of flavour, garnishes like pomegranates or rosemary, through to even changing the colour of the gin.”

Members of The Gin Box will receive, on a monthly, bi-monthly, quarterly or ad hoc basis, a box showcasing a small batch craft gin with unique tonics that accompany the gin and handpicked gourmet food items that complement the taste journey of the month.


eBay for Africa

Global commerce player, eBay, and MallforAfrica, an African global e-commerce and m-commerce platform, have announced a strategic partnership to further boost the sale of handmade African products into US.

eBay powered by MallForAfrica


MallforAfrica and eBay will now provide Africans, starting with Nigeria, Kenya, Ghana, South Africa and Rwanda, with a new platform to sell their one-of-a-kind artisan products. The inventory will be showcased on the MallforAfrica store on, allowing sellers to expand their businesses and increase brand awareness. Product categories will include fashion, art and collectibles, jewellery, and clothing. Expansion into other categories and additional African countries should occur in upcoming months. To ensure quality, the Africa Made Product Standards (AMPS) has been created to provide consumers with the assurance that products meet an international standard in quality.

Says Chris Folayan, CEO of MallforAfrica, “As someone who grew up in Africa, became an entrepreneur, and who currently does business in Africa, I know first-hand the importance of cross-border trade and having the opportunity to expand a business internationally.”

Shipping partner DHL will be responsible for all shipping needs.



Cheryl HunterShelf Life is’s weekly column covering all things new. Notify us of yours at shelflife at marklives dot com. Want to sponsor Shelf Life? Contact us here.

Cheryl Hunter (@cherylhunter) has written for the South African media, marketing and advertising industries for more than 15 years. A former editor of M&M in Independent Newspapers and contributor to Bizcommunity, AdFocus, AdReview and the Ad Annual, she has also produced for various television networks and currently consults on communication strategy and media liaison.

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