Castle Lager’s New Brand Direction Will Focus On The Power Of Community

Castle Lager's New Brand Direction Will Focus On The Power Of Community
Wendy Bedforth, Castle Lager; DJ Sbu Leope and Mam Rita Zwane, Imbizo Shisanyama.

The Castle Lager brand will position itself as a beacon of hope, inspiring action amongst consumers, moving forward.

‘What drives pride within us as a Proudly South African Beer, is that Castle Lager reflects the characteristics and patriotism of South Africans, such as resilience in the face of challenges, a strong sense of community and what we believe is better defined as ‘courageous optimism’. It’s our love of our people, that makes us South African and ultimately, Mzansi’s favourite beer,’ explained Castle Lager Brand Director, Wendy Bedforth.

‘Consequently, the new brand direction will focus on the power of community. Castle Lager will be the brand that brings hope and would like to play a role in paying tribute to the amazing communities within South Africa, while reshaping and inspiring our people to take action for the South Africa we all believe is possible,’ Bedforth continued.

Castle Lager will give up its valuable brand assets in support of the community businesses that make up the fabric of our nation, later this year. This will serve as a demonstration of the brand’s commitment to communities and people. Through this, the brand will be able to contribute towards beautifying Kasi’s all around Mzansi, and uplifting local businesses to the benefit of the township economy.

‘We want to be the brand that espouses our unique South African beliefs, such as ubuntu, and one that encourages our communities to support local businesses from within, in order to uplift and grow one another,’ Bedforth elaborated.

Amongst others, this goal of beautifying and paying tribute to Kasi communities will be achieved through creating personalised murals, point of sale elements and a truly powerful and beautiful television commercial (TVC). Castle Lager will also be partnering with artists and content creators within local communities, who are able to tell the story and beauty of our people.

With regards to the brand TVC, two aspects made it even more impactful and in tune with Castle Lager’s new brand direction. Not only did the cast for the commercial come from communities across South Africa, but they actually helped pen the powerfully emotive script, adding a layer of authenticity and community involvement to its production.

‘Roughly 12 million South Africans are currently living in Kasi, with many having being born and raised there. We want to celebrate the beauty, resilience and courageous optimism of these communities and people because they are what makes our nation so great. Our expression, ‘It’s within’ is a colloquial term used to describe this spirit of the Kasi, the characteristics that make us South African. We are simply saying that from Kasi to Kasi, coast to coast, one spirit makes us great,’ concluded Bedforth.