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Castle Lite, the fastest growing premium beer brand in South
Africa, has launched an extraordinary marketing campaign unlike any of its
previous initiatives, aimed at educating consumers about the intrinsic benefits
of the beer and its superior taste.
It’s no secret that Castle Lite is always served extra cold
and, whilst the full recipe is kept under lock and key, the Brand’s latest
campaign reveals a few secrets on how it locks in that great tasting, extra
cold refreshment.
Whilst other beers in the SAB stable are matured at -2
degrees, a critical part of the multiple-stage process, Castle Lite is uniquely
matured at -2.5 degrees which primarily precipitates any haze causing
substances and, secondly, ‘settles’ the flavours ensuring a consistent tasting
and clear looking, ‘bright’ beer. This unique sub-zero lagering process ensures
that the full flavour of Castle Lite is locked in, delivering the extra cold
refreshment for which the beer and Brand has become renowned for.
Castle Lite created a fresh new TV commercial to officially
launch the campaign. The commercial gives consumers a glimpse into the Castle
Lite brewery and shares the story of how the beer is made, in an extraordinary
way that only Castle Lite can achieve: premium, innovative, unexpected, and
fun. The über-talented creatives at
Ogilvy & Mather Cape Town were the masterminds behind the 30-second ad,
which features UK based actor and choreographer Sep Dashti unlocking his
dubstep moves in the brewery, on a custom-created extra cold set at the old Bus
Factory (now called Market Lab) in Newtown, Johannesburg.
Well-known actress and choreographer Lorcia Cooper was
responsible for coordinating the various chill-inspired dance moves seen in the
ad. “The most interesting part of the ad for me was the use of dance to tell
the story of an electric-like feeling or shiver through the body at the touch
of the bottle. It gave space for the dancers to really explore movement though
dubstep,” Cooper remarks. However, it was film director Chloe Coetsee who
brought it all together and made the final call on what dance moves would make
the final cut. “Castle Lite is a premium
brand and we wanted to create a premium end product that would complement the
brand. The whole dupstepping angle was
also fun to work with; dance is a happy language. Creating the super slick
frozen brewery as the backdrop also made this a very exciting project to work
on,” explained Coetsee. Take a look at it here:
Castle Lite also gave consumers the opportunity to get
involved and showcase their very own extra cold moves, through a unique and
innovative activation experience combining point of sale elements, promotion,
trial, digital components and social media.
As part of their “Made at -2.5°C” campaign, Castle Lite dramatised the
great taste experience of unlocking extra cold refreshment through interactive
in-store and mobile Castle Lite booths, featuring a dubstep video game to be
played and shared on Facebook, via Bluetooth or email, for the chance to win
Castle Lite 8-packs weekly and the perfect innovation to keep those beers extra
cold, a Castle Lite LED Cooler box.
For more details, visit www.castlelite.co.za
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