Project Description
Brands invest untold millions developing and protecting their labels. For a brand in a competitive market, labels are life and death. In today’s polarised world, people too are destined to live or die by the labels they’re given.
So in solidarity with the millions of lives destroyed worldwide by labelling, Castle Lager sent 4.4 million bottles to market without their iconic labels, across 8000 stores countrywide. To remove a label representing a brand valued at $3.172 billion was a defiant statement in a crowded market.
For 133 years the Castle Lager brand has stood as a champion of unity and friendship. Stripping the familiar bottle of its face and identity ignited a national movement to reject labelling, beginning with 978 618 impressions within the first 24 hours and achieving 95% positive sentiment for the brand. South Africans were united because Castle Lager surrendered its own.
