Castle Lite innovation to leave other beers out in the cold
NEW PRODUCTS
Apr 20th 2011, 10:04
Castle Lite is about to leave other beers out in the cold. The South African Breweries recently announced that premium brand Castle Lite will be the first beer in South Africa to do innovative new packaging that includes a temperature sensitive inked indicator showing optimal enjoyment temperature. The innovation has been made available on pack and in store since mid-October this year.
“The premium beer market is becoming increasingly competitive,” says Castle Lite Executive Brand Manager Jeanne-ette Boshoff, “Castle Lite already holds pole position in the premium beer category and innovation such as this shows our commitment to grow and stay ahead of the pack.” Boshoff believes that Castle Lite has struck gold. “The optimal enjoyment temperature indicator takes innovation beyond a brand refresh or packaging change. It’s a value add that has meaning to consumers.”
The round, seal shaped icon that appears on Castle Lite bottles indicates an ice castle icon when the beer is at optimal enjoyment temperature,” says Boshoff. “Should it not be visible, it suggests more chilling is required.” Far beyond a gimmick, Boshoff says research has shown that the addition of the device found positive resonance with consumers, adding that feedback showed greater brand affinity.
Along with the launch of the on-pack innovation, Castle Lite has also refreshed its pack design and modernised the brand. “Design tweaks have contemporised the brand in line with the innovation while maintaining our core premium values,” says Boshoff who adds that the launch will see a national campaign in support. A commercial starring pop culture icon Vanilla Ice was filmed in Cape Town in September with a national above the line, retail and activation rollout planned.
Castle Lite 340ml bottles featuring the temperature icon and contemporised branding is now widely available.
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