Spearheaded by Castle Lite, the national cab branding campaign took place over a three month period, concentrated mainly over the festive season and featured 10 cabs in the cities of Johannesburg, Durban and Cape Town, all specially branded in Castle Lite ‘ICE’ and No Regret Friday branding.

In addition to the large-scale awareness and interest generated by the cab advertising campaign, Castle Lite went one step further to show their commitment to the No Regret Friday initiative by offering over 1000 sponsored cab rides home to consumers wearing white on Fridays.

“To show our support for those responsible people who choose not to drink and drive, we offered consumers who wore white on a Friday a cab ride home,” explains Castle Lite marketing manager communications, Leanne Martin. “For the entire month of March we will be extending our sponsored cab offering to consumers wearing white on any day of the week and not just on Fridays.”

In order to take advantage of the sponsored transport, a person wearing a white item of clothing can contact the following cab companies in Johannesburg, Durban and Capet Town and ask specifically for the Castle Lite cabs:

Johannesburg - SACAB – 08611 72222;
Durban - Zippy Cabs - 031-202 7067;
Cape Town - Marine Cabs - 0861 434 0434; and
Grab A Cab - 021 556 6344.

As part of the promotions around the second “Feel the Beat of Sub-zero Experience” which recently featured Grammy Award winning artist Kanye West, Castle Lite once again encouraged the 10 000 concert-goers to wear white to show solidarity for the No Regret Friday cause.

Comments Graffiti managing director, John Rice; “Castle Lite has very cleverly utilised the cab medium to demonstrate their support for No Regret Friday. Instead of a mere branding exercise, they have used the actual advertising medium to provide an example of a real solution for those who wish to be responsible drinkers. The cabs are literally driving home the Castle Lite and No Regret Friday message. We applaud this excellent initiative and are extremely proud to be associated with such a positive campaign.”

To date the Castle Lite cabs have offered cab rides home for 752 responsible consumers but the vehicles have offered a few other benefits too. Explains Martin, “The vehicles are an extremely versatile advertising medium in that they offer us not only a safe branded transport alternative for consumers in support of No Regret Fridays, but they also provide us with a powerful branding presence when parked at our Castle Lite “Feel the Beat of Sub-zero Experiece” events. Their uniqueness and the eye-catching branding make for an unexpected yet impactful welcome for those arriving at the events.”

For further information regarding vehicle branding and transit media contact John Rice at Graffiti on (011) 691 8400/08. Alternatively, follow @Graffiti_SA on Twitter.