Castle Lite, South Africa’s premium lite beer brand, collaborates with the chart topping Ama Piano 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-N Pepa 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.