28 Sep 2022 Castle Lite launches new campaign aimed at ‘Lite’ning up’ South Africa
SAB has tuned into the unfortunate South African zeitgeist of languishing – a sense of stagnation and emptiness – with a great new marketing campaign for Castle Lite.
SA’s number one premium lite beer is advocating for the Lite’r side of life with its new Lite’n Up campaign, and it’s off to an impactful start with a new commercial which sees long-standing Carte Blanche host, Derek Watts, finding his own Lite side among all of the seriousness of the world.
In a continuation of its long-running commitment to ensuring loads of enjoyment and memorable experiences for its consumers, Castle Lite’s new campaign “Lite’n Up” comes at an opportune time, as Colleen Duvenage, Castle Lite brand director explains, “We realise that the world is a very heavy place and that there are a lot of burdens that are placed on us as South Africans.
“Lite’n Up” is all about celebrating the other-side of life, the lite’r side. As a nation, we know how to pry humour from the gloomiest of situations. It’s that optimism, resilience, and shared enjoyment of Mzansi that ‘Lite’n Up’ celebrates.”
Derek Watts leads a brilliantly curated and LITE-hearted commercial with Ogilvy South Africa, directed by Anton Visser of Patriot Films, that is sending ripples of laughter across the country. We get to experience a never-been-seen-before side of Watts as he shows his Lite’r side, dancing along to Usher’s “Yeah”.
“Unexpected maybe, humorous and witty for sure and defiantly relatable amongst our consumers – from Sandton to Umlazi and everywhere between, all of Mzansi knows Derek Watts, and the heavy stories he delivers every Sunday evening, literally putting the blues into Sunday Blues,” comments Duvenhage.
“So, who better to flip the script and show us all how to set our lite side free? Derek is a great person to launch this message; he represents the duality that exists within our consumers. Even the most serious have a lite side, it sometimes just needs to be unlocked.”
Adds Watts, “This commercial is a humourous look at what it’s like to be recognised in our community. But, it also transported me to a new world. I never thought I would be dancing to hip-hop at my age. It’s a reflection on a serious world and also when it’s time to Lite’n Up. Enjoy it!”
“Lite’n Up is a reminder to embrace your Lite’r side, in all the small, surprising and wonderful ways that show up every day, it doesn’t take away from what is happening in the world, but it reminds us that we can take time to enjoy ourselves and live with optimism and positivity.
“There has never been a better time to kick back, grab an extra cold one and enjoy the Lite’r side of life” concludes Duvehage.
Some comment from Jonathan Cherry of CherryFlava, astute trends/innovation thinker…
“Doing business in a country that is so plagued by misfortune is challenging. Perhaps more importantly though, doing good business under these conditions means that brands need to be part of the solution (not be silent on it), or at the very least, need to be helping democratise resilience.
“People are looking for a bit of help; they are actively searching for brands and products that understand that they are facing challenges everyday and offer support and ways to build resilience during these challenging times.
“There is a huge unmet need in a society that is languishing like South Africa. Brands can and need to play a role in democratising resilience so that people don’t feel so alone.
“Ask yourself how you assist your customers to overcome their most pressing daily challenges and set about brainstorming applications that might help? You don’t need to single-handedly change the world, but every creative idea and its effective application helps.” Read more here
Orchid or Onion ad?
Hear what Brendan Seery, Orchid or Onion editor on The Money Show thinks of this ad that has gone viral…. Click here
Source: SAB, CherryFlava.com