Nothing hits like Extra Cold. Except maybe a snowball. 

There are probably sensible ways to sell an extra cold beer. That’s not what Castle Lite needed. They needed ‘sensory’ before they needed sensible to break through in their African markets. 

We were briefed to bring “Nothing hits like extra cold” to Nigeria, Tanzania and Mozambique. Three countries where heat isn’t a weather report. It’s a personality trait. 

So we did the only logical thing. 

We made it snow. Not metaphorically. Properly. 

Three friends walk into a bar and order Castle Lites. The patrons at the bar brace themselves for what’s to come. At the first sip the bar explodes in a snowstorm taking the newcomers by surprise, invigorating everyone.  

It’s a universally joyful story, watching a crowd in the know letting the newcomers have the full experience of something they know all too well, and revelling in it.  

Sometimes an idea works because it speaks every language. Sometimes it works because you covered a bar in snow. 

This was one of those times.

Castle Lite ‘Nothing Hits Like Extra Cold’

We couldn’t have made this cooler than cool piece of work without the amazing regional client leader Itumeleng Wesi over at AB InBev.
Thank you for flying the flag for our story from the very first presentation.  

A huge shout out to Darling Films and director Chloe Coetsee for klapping the funny, holding the line and being the least snowflake you can possible be.

Now that’s beyond cool. Really. 

Credits

BRAND TEAM
AB InBev
Marketing Director, Greater Africa at Anheuser-Busch InBev: Fabiana Pereira
Regional Brand Marketing Manager, Greater Africa at Anheuser-Busch InBev: Itumeleng Wesi
Marketing Director, Mozambique at Anheuser-Busch InBev: Mara Chiu
Head of Marketing, Tanzania at Anheuser-Busch InBev: Khensani Mkhombo
Marketing Manager, Nigeria at Anheuser-Busch InBev: Oluwatoyin Ogunjimi