The brand says that its device was born out of a real-world problem.
According to research, three out of five informal outlets in key African markets kept turning their fridges off to keep running costs down. Castle Lite's Extra Cold advertising message lacked impact unless it was actually extra cold when the beer was handed over, the brand says.
This led to the launch of the Cold Tracker, a 3G device that can be fitted to fridges to monitor both temperature and location.
Using a built-in thermometer, the Cold Tracker was able to read temperatures and send out the information via geolocation services in places where it was not only humid but where electricity is expensive and often erratic — especially given restrictions over lockdown periods.
Geo-located billboards and social media monitoring was enabled, which displayed (in real-time) fridges in the immediate vicinity that offered the coldest Castle Lite.
Participating outlets were also highlighted in their local newspapers through paid-for Castle Lite advertising and targeted social media.
Franscoe Bouwer, marketing manager for Castle Lite, says, "The wins at
Cannes are a testament to the hard work put in by everyone involved. We all worked hard to put this together, giving us a product and campaign that has not only received worldwide recognition but has helped businesses who have been struggling to maintain a sense of normalcy in these uncertain times."
Nic Kostouros, integrated creative director at Promise Group (the agency that conceptualised and executed the campaign), says, "These accolades a merely a by-product of the kind of work us as an agency and Castle Lite as a brand strives to create."
"We are immensely proud of what we have achieved with Promise Group, SAB AB-InBev and small retailers in Africa who have now been given the opportunity to make a better income," concludes Kostouros.
For more information, visit
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