South African cream liqueur brand Amarula is raising awareness about the preservation and protection of African elephants to coincide with the upcoming World Elephant Day (12 August).

The Distell-owned brand has launched its ‘Don’t Let Them Disappear’ campaign in the travel retail channel and other global markets. The company has partnered with The Moodie Davitt Report website to build awareness of its drive (see our home page).

WildlifeDirect CEO Dr Paula Kahumbu is a renowned global expert in the field of elephant conservation. Click below to hear her interview.

“Elephants, one of Africa’s most iconic giants, are the largest land mammals on Earth, part of the big five and are estimated to live for up to 70 years without human interference. Yet they face extinction due to poaching,” said Amarula in a statement.

“With the last few remaining species of giant mammals, including elephants largely confined to Africa, it’s up to humans to know better and do better. World Elephant Day, an international annual event that takes place on 12 August is dedicated to raising awareness about the preservation and protection of elephants.”

[Amarula’s ‘Don’t Let Them Disappear’ campaign video can be viewed above]

Amarula has partnered with Kenyan-based conservation organisation WildlifeDirect for the ‘Don’t Let Them Disappear’ campaign. “What many people don’t realise is that the future of the African elephant is at a tipping point and even though this is taking place in Africa, it is very much a global issue,” said WildlifeDirect CEO Dr. Paula Kahumbu. “We need help in spreading the word about the plight of our elephants and making sure that they don’t disappear.”

As part of the campaign, life-size elephant ice sculptures will be placed in Johannesburg, Toronto and Sao Paolo this weekend. As the sculptures melt, the disappearance of elephants is tragically symbolised. The aim is to spread awareness, and spectators will be encouraged to share the message on social media by using the hashtags #DontLetThemDisappear and #WorldElephantDay.

“Amarula has been committed to elephant conservation since 2002, through our non-profit organisation, The Amarula Trust,” said Amarula Global Brand Development Manager Saramien Dekker. “We believe that collectively we can make a difference to stop illegal poaching of elephants.”

Amarula will donate €0.50 for every limited-edition bottle purchased to support WildlifeDirect with its elephant conservation projects.

“The elephant is more than a brand icon,” Amarula stated. “Amarula shares 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. Without this natural heritage, Amarula would not be able to distil the liquor which forms the base of all their liquors.”

For more information about Amarula and the ‘Don’t Let Them Disappear’ campaign, visit: or