South Africans are infamous for having a spicy sense of humour, even when things get serious. But with load-shedding, fuel hikes, water restrictions and more, all hitting us at once, even we started to lose our cool. Amidst all this serious news, consumers forgot about us, and forgot how to enjoy the moment. We needed to make Castle Lite seen, and chosen by beer lovers again. Introducing Lite’n Up – a call for Mzansi to unlock their infamous sense of humour, and see the lite, even during hectic times.
Welcome to Hotazel. A tiny mining town in the Northern Cape that's really only known for two things: its unusual name and the heat. Castle Lite, a beer synonymous with extra cold refreshment, knew that if it could refresh Hotazel in summer 2020, it could refresh anyone, anywhere. Even in the middle of a pandemic. Each time Hotazel reached 35°C, we unlocked extra cold refreshment for more than its residents, but everyone else in the country too. Soon, all eyes were on the temperature in Hotazel, putting it and our beer, back on everyone's radar.
