Amarula uses giant ice sculptures to support elephant conservation

South African liqueur brand Amarula unveiled a series of giant elephant-shaped ice sculptures around the world last weekend to help raise awareness of its efforts to support elephant conservation as part of its ‘Don’t Let Them Disappear’ campaign.

Dr. Paula Kahumbu, a foremost authority on African elephants and CEO of WildlifeDirect

Amarula has long worked in partnership with WildlifeDirect to protect one of Africa’s most precious animals, the African Elephant, having launched its “Don’t Let Them Disappear” campaign in various markets across the globe, including Duty Free, the United States, South Africa, Canada, Brazil and Germany.

Ahead of World Elephant Day on 12 August, multiple life-size elephant ice sculptures were placed in key cities, including Johannesburg, Toronto and Sao Paolo. The melting of these massive elephant ice sculptures dramatically symbolised the disappearance of elephants, with the aim of raising global awareness of the need to protect these mammals and fight poaching.

Spectators were encouraged to join the experience and spread the message on social media by using the hashtags #DontLetThemDisappear and #WorldElephantDay.

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.

Dr. Paula Kahumbu, a foremost authority on African elephants and CEO of WildlifeDirect said: “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. We need help in spreading the word about the plight of our elephants and making sure that they don’t disappear.”

In an effort to further highlight Amarula’s commitment to the African elephant, Amarula will donate €0.50c for every limited edition bottle purchased to support WildlifeDirect with their elephant conservation projects.

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

For more information about Amarula and the “Don’t Let Them Disappear Campaign” visit: or

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