This retail extension of its television commercial will form part of the Extra Cold Hard Cash campaign which will unleash another cold front this spring in outlets.
Between 16 August and 8 October, consumers will stand the chance of winning one of five Extra Cold Castle Lite back-of-bar fridges filled with R100 000 in cold hard cash!
Castle Lite General Manager, Julian Coulter, says that the investment represents the brand’s vision to extend its communication theme beyond traditional thinking. “In a highly competitive market, innovation is key in all activities, and Castle Lite is a brand of firsts. Beyond the success of the Vanilla Ice and subsequent MC Hammer advertising campaigns, Castle Lite is the first and only South African beer to feature a thermocromatic temperature indicator on its bottle indicating when the beer is perfectly chilled. Point of sale represents the next step in developing ancillary consumer experiences. Among its peers, Castle Lite occupies the ‘cold’ universe.
The interactive table talker plays the theme to the latest Castle Lite commercial, MC Hammer’s 'You Can’t Touch This' as its fridge door opens. “It’s simple, yet highly effective,” says Coulter, who feels that the innovation has the potential to revolutionise point of sale consumer engagement. “Tactile engagement is ultimately a tool for relationship building between brand and consumer, delivering a brand experience directly linked to our message.”