The initiative aimed to support wildlife conservation through a partnership between Amarula and a wildlife organization. Each bottle sold contributed directly to protecting African elephants and their habitats. Consumers could scan a QR code on the bottle to access the SipforChange mobile app, where they could log their purchases. As they recorded more, an elephant silhouette on the app gradually filled up, unlocking rewards like discounts and free items. Once the silhouette was complete, users qualified for a chance to win a wildlife experience sponsored by the Herd Trust. The app also offered educational content about elephant conservation and ways to get involved.
