Our work with the country’s top brewer, SAB, focused on strategic brand communication and designing campaigns for optimum brand awareness and engagement for major South African events with local, national and global audiences. This work included the management and marketing of events such as:
Castle Lager East Cape Biltong Festival
For five years, we were the official marketing and communications agency for the annual Castle Lager East Cape Biltong Festival, hosted by the Blue Crane Route Municipality. We branded the two-day fun-filled festival with the theme ‘Come Hang with Us’, positioning it to its target audience using traditional and new media platforms and tools.
Hansa Fish River Canoe Marathon and Castle Light Launch
We created a buzz around essential sponsorship of one of its much-loved brands, Hansa Pilsner – which lends its name to the globally famous Hansa Fish River Canoe Marathon. We developed various brand communication assets and established critical press linkages to generate hype.
Castle Lite at Ibhayi Brewery
We worked with SAB to launch its first Castle Lite product brewed and packaged at the Ibhayi brewery in Gqeberha, South Africa. Our team created media awareness about the new development and the promotion of the Castle Lite sub-brand introduction as a new product to be produced at this location and the opportunities that this presented to the local economy.