Home » Castle Strips Off Famous Label to Promote a Label-Free South Africa

Castle Strips Off Famous Label to Promote a Label-Free South Africa

Castle Lager has taken the bold step of stripping off its main label in a new campaign to promote a label-free South Africa. The beer company said yesterday: “In light of recent events, we’ve decided to lose our label* in solidarity with all those who are unfairly and callously labeled on a daily basis. This […]

By SAPeople
22-05-18 15:59
in Business

Castle Lager has taken the bold step of stripping off its main label in a new campaign to promote a label-free South Africa.

The beer company said yesterday: “In light of recent events, we’ve decided to lose our label* in solidarity with all those who are unfairly and callously labeled on a daily basis. This small act is a pledge that Castle Lager will work towards eradicating the labels that divide us. #SmashTheLabel #AshwinWillemse”

The company was clearly referring to the Super Sports ‘recent event’ when former Springboks player Ashwin Willemse left the set during a live recording with Nick Mallett and Naas Botha.

While Castle’s intentions may be pure – “as a brand that encourages friendship and togetherness, we have observed that stereotypes can divide people” – it has received a lot of flak on Twitter where it’s been accused of launching the campaign as a marketing ploy only interested in increasing sales, and of choosing sides by hash-tagging Willemse and not the other two former Springboks.

Castle responded that it only hash-tagged Willemse because “that’s the conversation that is trending”… which some said only proved the first point that this was all about making money.

Many however did call it a brave and innovative move to create awareness to remove personal labelling.

Well known South African writer Gus Silber said: “This is a very interesting move – big brands don’t easily give up their big branding, all the more so when the brand is as deeply embedded in South African popular culture and sporting lore as Castle…

“Launching such a campaign on Twitter, a somewhat dry, somewhat bitter, but never sweet social platform, is an inherently risky proposition, as can be seen from the volley of snipes that are already crowding the official stream…

“Whatever the merits of the campaign, which is most likely a short-term strategy, it nevertheless appears to be a first in SA history, from a brand that has always positioned itself as a marker of friendship beyond barriers and labels. Cheers.”

Tebogo Moalusi said: “Castle Lager SA proving to be more courageous than Multichoice and Supersport CEO’s who have bowed down to pressure of the system that protects white privilege.”

Another Twitter user asked Castle: “Does that include Naas and Nick who were callously labelled racists and accused of saying things they never said by the Minister of Sport? Does it include all white people who are labeled racist every day for just being white? This will backfire on you mark my words.”

Castle says it is standing “in solidarity with thousands of South Africans who have been labeled by society. Our wish is for a more inclusive South Africa”.

One thing their campaign appears to have achieved is their wish to “encourage healthy conversations to build a greater South Africa”…