Castle Lite, South Africa’s premium lite beer brand, collaborates with the charttopping AmaPiano sensation, Major League, to unveil a groundbreaking
campaign for the Summer of 2023. The campaign brings together the best of both
worlds, fusing the Extra Cold Refreshment found within every Castle Lite bottle with
the musical prowess of this award-winning duo. The campaign’s unwavering goal is
to inspire South Africa to ‘LITE’N UP,” and enjoy the moment.
The commercial shows Major League entering a bar as seriously as you would
expect from world renown musicians, but when they’re handed an extra cold
Castle Lite by a knowing barman, they’re inspired to “Lite’n up”, and what follows
is a delightfully entertaining rendition of the iconic “Push it!” originally by Salt-NPepa Pepper with the Castle Lite bottle at the centre.
“We wanted to really capture the summer spirit with this campaign, and what is
more synonymous with summer than great music and extra cold refreshment.
Major League were the perfect partner for this campaign, they are an iconic duo
on the music scene, they are serious musicians and take what they do seriously,
but they are also able to embrace “liteness” and fun – they don’t take themselves
too seriously and that shows in the commercial. The idea to re-mix the iconic “Push it!” track for Summer using our bottle as an instrument allowed us to create
something very unique and incredibly entertaining to watch, its about enjoying the
moment after all, and we hope to extend this enjoyment to South Africans
throughout this campaign”, Colleen Duvenage, Brand Director Castle Lite.
Major League expressed their enthusiasm for the project,
stating, “We had a blast shooting this campaign. It perfectly
captures the essence of Extra Cold Refreshment and the
lightness it brings. We’re thrilled to be a part of this project, it
shows South Africans we can also lighten up and we are
honoured to represent South Africa’s dance music scene.”
Consumers can look forward to a wide array of engaging activities, from unlocking
prizes with the unique sound of an Extra Cold Castle Lite to creating their own
musical notes for exclusive rewards. The campaign will fill the summer airwaves
with the sound of Extra Cold Refreshment through playlists, electrifying
performances, and trade activations. This marketing campaign is all about using
the sound of Extra Cold Refreshment to bring a sense of lightness and joy to South
Africa, keeping them entertained and refreshed throughout the summer.
Join Castle Lite and Major League on this extraordinary journey to illuminate South
Africa! Get ready to “LITE’N UP” your summer with Castle Lite and experience the
ultimate in Extra Cold Refreshment.
Link to TVC: 30 Secs approved low re MP4’s link: https://f.io/PU8hscFw
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