We needed to introduce Castle Lite's new CCI of “Never Heavy, Always Refreshing” to our Pan African market.
This in itself was a challenge - each African country has its own unique culture, identity, and nuances. We needed a campaign that can resonate across 9 different African markets (Tanzania, Zambia, Mozambique, Uganda, Zimbabwe, Botswana, Eswatini, Lesotho, Namibia, Uganda).
We identified a market across the continent - the Extreme Maximizers. This energetic group makes sure they get the most out of the social events they attend - they maximize! Because Castle Lite is a light beer they can seamlessly make the most of each occasion they attend.
We used our product as a catalyst for enjoyment - everywhere Castle Lite is involved the mood shifts. So, no matter what tries to get in your way (like regular power cuts in some African countries) of having fun, Castle Lite can refresh your night and keep the fun going.
Credits
Agency | Ogilvy Cape Town
Creative Director | Mike Martin
Art Director | Lizandri van de Merwe
Copywriters | Thato Mogale, Thando Solundwana
Producer | Cathy Day
Account Management | Julian Hendrickse, Thurlow Erasmus
Production House | Giant Films
Director | Paul Ward
