Consumers will have already seen the 'Stay in the Game' advertising assets from the brand, says Castle Lite.
At the core of being a ruler, the ad posits, is the unassailable quality of being unstoppable and being in tune with your aspirations.
"'Stay in the Game' is about maximising without compromise. Those moments you want to take time out and have fun with friends, where you want to let go without losing the momentum you have built," says Castle Lite brand director, Silke Bucker says.
"With Castle Lite, you remain in the game, whether that is while you are out with friends, cycling in the Cradle or connecting work prospects. It is about living a full life. Not doing less so you can do more, but doing it all and having fun along the way," Bucker adds.
Castle Lite highlights that it wants to make sure it stays close to the heartbeat of its loyal consumers. That's why the 'Stay in the Game' campaign speaks to resilience, enjoyment, confidence and remaining on top of your game no matter what.
"Seeing everything that our consumers have been through over the past year and a half, our aim was to inspire them with powerful imagery and remain relevant within their changing dynamic. Castle Lite is the most loved beer in South Africa and we want to make sure we show up for our consumers in a meaningful way," Bucker concludes.
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