Yesterday I attended the Castle Lager #SmashTheLabel launch. Castle Lager, South Africa’s “Home Grown” and patriotic beer brand, has over the years solidified its position as a unifier and has become synonymous with campaigns that reflect the true essence of South African pride.
The iconic beer company, SAB, are again, through their flagship brand Castle Lager, striking a chord with the launch of their new anti prejudice movement called #SmashTheLabel. The movement, which officially launched today, is aimed at bringing South Africans closer together by driving awareness and creating conversations around the pervasive problem of labelling and stereotyping.
#SmashTheLabel is a direct call to action to South Africans to proactively stand against any form of negative stereotyping and labelling towards one another. Castle is encouraging South Africans to share a beer and get to know the person behind the label. Castle Lager urges South Africans to look beyond the label and appreciate individual differences, because it’s in the celebration of our diversity that we break down barriers and create a more united South Africa.
Vaughan Croeser, Brand Director of Castle Lager says: – “Castle Lager has used it’s communication as a means to drive South African social unity for many decades – as a home-grown South African brand, we care deeply for the future of our country and its people. The Castle Lager of today reflects a society that is constantly progressing and a society that is brave enough to tackle relevant issues that are of national importance, hence #SmashTheLabel. We represent the very heart and spirit of South Africa, and so we will endeavour to keep this dream of a rainbow nation alive”.
Through this #SmashTheLabel initiative Castle Lager aims to drive active participation in conversation and activities in order to attain the realization of a “label-free” South Africa. Every day we see various incidents of labelling and stereotyping amplified in social media, which prompted the brand to take a stand.
To show solidarity with those who have been labelled, and raise awareness around the issue, Castle Lager will be removing its front body label in a series of limited edition label-free packs, which will hit shelves on 14 September, 2018 and will be available in non-returnable 340ml size bottles.
The campaign will be further supported by a wide range of media, including a provocative television commercial, which reinforces the fact that people are more than the labels we assign to them.
This will be followed by the launch of a hit song on the 6th of August, called “More Than That” produced by renowned award winning producer – Dj Maphorisa.
The brand also plans to undertake ongoing #SmashTheLabel activations to raise awareness around the issue, these will include:
· The creation of a #SmashTheLabel website, www.smashthelabel.com, with information on how South Africans can support the movement.
· Engagement of the youth market through selected campus activations designed to drive social cohesion.
· Campaign communication and activations at match fixtures of the three national sporting teams sponsored by Castle Lager.