01
The cause
The African Penguin is one of South Africa's most iconic species — and one of its most endangered. Breeding populations have declined by 95%, and without intervention the species faces extinction in the wild by 2035.
FILE №09F&L × SANCCOBCASE STUDY · BEVERAGE × CONSERVATION
← INDEX▸ PURPOSE-LED CAMPAIGN · BEVERAGE × CONSERVATION
Happy
Feet.
Sip to Save. Every can a lifeline.
▸ THE IDEA
Every can of Pineapple Lemonade sold contributes to saving the African Penguin.
- Mechanic
- Can artwork · QR to SANCCOB
- Hashtag
- #SipForTheSea
- Tone
- Warm · purposeful · Capetonian
§02 — THE STAKES
95%
Decline in breeding population
2035
Year the species faces extinction in the wild
04
Documentary episodes released
§03 — THE DOCUMENTARY · FOUR EPISODES
DIR · CAMERON PRINSEP 01
EP 02
EP 03
EP 04
Released on International African Penguin Day, 12 October 2024, and distributed across both Fitch & Leedes and SANCCOB social channels — the documentary became the campaign's most emotionally resonant moment.
▸ CLIENT
"The Cape African Penguin is an endangered species, with its numbers dwindling every day. When our team learnt about this, we sprang into action, driven by a huge sense of urgency to help SANCCOB."
§04 — THE WORK
FOUR CHAPTERS02
The brief
Launch the new Fitch & Leedes Pineapple Lemonade while building meaningful awareness for SANCCOB. Not a bolt-on charity moment — a campaign where the cause is the reason the product exists.
03
The idea
Sip to Save. Every can of Pineapple Lemonade sold contributes to penguin conservation. The can itself becomes a campaign asset — bespoke artwork, a QR straight to SANCCOB's donation page.
04
The execution
Packaging, a four-part documentary, three-part editorial, social rollout across both brands, and a launch activation at the Two Oceans Aquarium — every touchpoint reinforcing one message.
§05 — CAMPAIGN STILLS
PHOTO · CAMERON PRINS
§06 — DELIVERABLES
- D-01Campaign strategy & partnership positioning✓
- D-02Packaging — penguin artwork + QR to SANCCOB✓
- D-03Box insert — conservation stats & brand purpose✓
- D-04Four-part documentary film series✓
- D-05Three-part editorial series✓
- D-06Social rollout across F&L + SANCCOB channels✓
- D-07Launch event — Two Oceans Aquarium✓
- D-08Community activations — clean-ups, schools, workshops✓
▸ FILED UNDER
BeverageConservationPurposeDocumentaryPackagingEditorialEventCape Town
▸ EDITORIAL
- Sip to Save — launch & partnership.
- Penguin Protectors — community & schools.
- From Cape Town, With Love — heritage & biodiversity.
▸ PARTNER
"Combining refreshment with responsibility, this campaign creates opportunities for people to learn about and actively participate in penguin conservation."
§07 — TAKEAWAY
Conservation wasn't layered onto the product. It was the reason the product existed — and every touchpoint pointed the same way.