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The Category ClichéCream liqueur advertising is trapped in Northern Hemisphere dessert nostalgia: chocolate syrup drizzled over ice cream bowls, ladies sipping coffee by a European hearth in chunky knit sweaters, and cloying holiday sweetness. When competitors touch Africa, it collapses into cartoon safari tropes and singing animated animals.The PrincipleAmarula is not an Irish cream imitation and it is not a dessert topping. You cannot plant a commercial marula orchard. Agricultural scientists have attempted to domesticate the tree for fifty years, and it refuses; the seeds only germinate where a bird or an elephant drops them in the wild bushveld. Every drop of Amarula is harvested by hand from uncultivated communal land after forty-degree summer heat drops the fruit to the dirt. Before humans touch a single branch, wild elephant herds migrate hundreds of kilometres to claim the harvest. Amarula is the only cream liqueur on earth that cannot be farmed.Campaign Platform & Master HeadlineCampaign Platform: The Unfarmed Harvest.Master Headline: You cannot plant a marula orchard.Brand Strategy, Creative Direction, Art Direction, Copywriting: Deborah Rossouw