Amarula Cream Liqueur signs up African supermodel

Amarula Cream Liqueur has engaged African supermodel, humanitarian and designer, Alek Wek, as the face of its new advertising campaign scheduled for launch later this year.

The South Africa spirits brand will use the model to launch its TV, print and digital campaign this summer.

She is currently in South Africa to shoot the campaign in the bushveld at an undisclosed location.

This is the first time Amarula has engaged an international celebrity for the brand.

Wek is as well-known for her charity work as well as her modelling, lending real support to the United Nations High Commission for Refugees (UNHCR), where she serves on an advisory board to help highlight and alleviate the plight of refugees worldwide.

This year she spent two weeks travelling throughout South Sudan with the UNHCR to galvanise international support for the hundreds of thousands of refugees still displaced.

She is an established designer in her own right with a luxury handbag range established in 2001, called WEK1933.

Global marketing spokesperson Siobhan Thompson said: “We chose Alek Wek for her ability, like Amarula, to encapsulate what it means to be an African original.

“She is a natural, charismatic beauty with a unique and compelling presence. She embodies the grace and poise of Africa with an ability to succeed wherever she goes.”