Elements: Castle Milk Stout is South Africa’s best loved dark beer. The majority of its drinkers were, however, traditionally older, lower income, rural men. This drinker profile is vastly different from the average stout beer drinker globally who is typically younger and more affluent. In 2011, SAB decided to reposition Castle Milk Stout to appeal to a younger and more affluent target market. Unlike larger beers which are associated with sport and sold based on their refreshment properties, the Castle Milk Stout drinking experience is about relaxation and enjoyment. AG!LE developed a promotional campaign to relaunch the brand. The campaign included a new drinking ritual designed to encourage a slower, more relaxing way of enjoying beer…pour, pause, sip and enjoy. This ritual was reinforced via a promotion that encouraged consumers to buy a limited edition 4 pack and stand the chance of winning one of 4 relaxing experiences with 4 friends.
Promotional design for all packaging elements
Limited edition 4 pack
Promotional material for “Pause in the Sky” launch events
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