02/11/2025
When Dry Becomes Cool: What Savanna’s Steve Jobe Can Teach Brands About Staying Authentic
Written by: Nombulelo Pholoholo
Savanna just dropped a campaign that’s as crisp as their cider, and it’s pure marketing brilliance.
"Meet Steve Jobe, Savanna’s new Chief Dry Officer (CDO). His mission? To protect the brand’s legendary dryness from the “Department of Unnecessary Innovation.”
In the ad, Jobe strolls through a spotless “innovation lab,” surrounded by over-eager inventors pitching ridiculous ideas, like “Savanna with extra bubbles” or “Savanna in a teabag.” Deadpan and unbothered, he calmly reminds them (and us): “If it’s already perfect, why fix it?”
That’s Savanna’s genius. They’re using dry humour (literally and figuratively) to make a bold brand statement: not every innovation is worth doing.
I remember the first time I saw Savanna’s new Steve Jobe ads, I actually stopped scrolling. The humour, the timing, the character... everything about it was brilliantly dry.
This campaign isn’t just funny, it’s strategic.
- Character marketing: Steve Jobe isn’t just a face; he’s a guardian of brand identity. His seriousness highlights Savanna’s commitment to staying authentic while the world chases trends.
- Tone & humour: The delivery is witty, deadpan, and proudly South African, the kind of humour that lands perfectly with Savanna’s loyal audience.
- Visual language: Clean, minimal, crisp, just like the cider itself. The muted palette and sharp direction echo Savanna’s promise: dry, crisp, and refreshing.
- Brand psychology: It reminds customers that loyalty and consistency can be more powerful than constant reinvention.
But here’s where it gets interesting: Savanna actually is innovating, just on its own terms. While Steve Jobe keeps the OG Savanna Dry crisp and classic, the brand has actually introduced a smooth new player: Savanna Neat, a whisky-flavoured cider with toasted oak notes and that same dry finish.
While Savanna Dry is all about pure apple crispness, Savanna Neat brings a hint of whisky sophistication, with the same 6% ABV, but with a deeper, warmer edge.
It’s Savanna’s way of saying: “We’ll innovate, but we’ll never lose what makes us, us.”
This ad was effective because it strikes a perfect balance between heritage and innovation. It reassures longtime fans that the OG isn’t going anywhere while teasing a bold new product that expands the experience, not replaces it.
It’s proof that in marketing, you don’t need to reinvent yourself; you just need to refine your message.
Dry. Clever.
Confident.
Just like the cider itself.