Amarula Cream- The Spirit of Africa.

I have learned to love Amarula Cream since coming to Zambia.
I understand that there has been a promotion at the LCBO, so I'm guessing you can get a little taste of Africa from the comfort and safety of your own home.

Tipsy elephants trampling Toronto and Montreal

Why are elephants starring in Cossette Media's multifaceted campaign for Amarula liqueur, which broke in Montreal and Toronto this week? Because the beverage is derived from southern Africa's marula fruit. And legend has it that pachyderms sniff the tasty treat from afar and trek enthusiastically to imbibe.

Amarula has actually been quaffed in Canada for several years, after first being imported by Oakville, Ont.-based PMA. But when Cossette's Toronto shop landed the account this spring, it set to work on what media planner Kimberley Reid describes as a major campaign that's akin to a launch. "We're doing a big blow-out leading up to the holidays."

The promotion has a teaser element. Streetcars in Toronto and buses in Montreal have exterior wraps with depictions of Amarula bottles as well as elephants. But interior signage on the transit vehicles give no hints about the product except for its exotic origin, saying only "Amarula. Africa now in Canada."

The remaining components in the nearly three-month campaign will begin rolling out next week, starting with what Reid calls "mini-domination" in subway stations in Montreal and Toronto plus floor and wall decals. Simultaneously, transit shelters will be wrapped and, later on, there will be 10' x 20' side-by-sides, column signage and mini-boards in bars and restaurants in both cities.

Shortly after that, online advertising will appear on entertainment-oriented websites - in English on Toronto.com, Torontonightclub.com, and in French on several Quebec-based sites. And a print ad will appear in the December issue of Food & Drink.

Since Amarula is a bit like bailey's I think that it would be great in a cup of hot chocolate. I tried to order it like that at a bar and confused the bar tender completely. I was cold, so I wanted hot chocolate. Amarula is generally served over ice- but I thought why not order hot chocolate and a shot of amarula. Combine the two and get a little taste of heaven. Somehow I ended up with amarula on ice and a shot of warmed chocolate liqueor of some kind. Hmmm.

Try the hot choco or the following:

Paris by Night
In a cocktail shaker filled with ice, add 1 oz. Amarula Cream, _ oz, vanilla vodka, _ oz. Kalhua and_ oz. Grand Marnier. Shake and strain into a martini glass. Garnish with a vanilla bean.

-- Courtesy of LCBO