Savanna is South Africa’s most loved cider, renowned for its dry humour and unapologetic tone. To launch the Savanna Lemon No-Alcohol variant, we imagined an unapologetic world that broke the stereotypical rules of drinking culture and introduced the new variant as Savanna’s youngest sibling, one who believes that #RulesDontApply. We created an integrated campaign, including TVCs, an activation and digital assets.