Amarula’s iconic elephant to disappear — to prevent it happening in reality
To raise awareness about poaching and the possibility of the African elephant becoming extinct, Amarula is temporarily removing the image from its label
Amarula has decided to temporarily remove its icon‚ the elephant‚ from the label of the creamy drink to drum home the danger of ivory poaching.Up to 30‚000 African elephants are killed each year — the equivalent of one every 15 minutes‚ according to the Tusk conservationist group."To illustrate this harsh reality‚ Amarula has decided to remove the elephant from its label to illustrate to consumers the impact of ivory poaching. This is part of the #DontLetThemDisappear campaign‚ an initiative which seeks to raise global awareness about ivory poaching and the work being done by the Amarula Trust and WildlifeDirect in the continued fight against ivory poaching‚" said Saramien Dekker‚ Amarula global brand development manager.The campaign will run for the month of August. "Removing the elephant from our logo signifies our commitment to ... 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 lab...
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