Castle Lager was the big beer brand in the South African market. It started rapidly losing market share as South Africa’s political landscape changed. The brand was struggling.The cool crowd, the young progressive black urban market, saw Castle as a dated brand drunk by older men. The challenge was to get it back into the hearts and minds of the identified target market, 25-34 city living black males. But how?
Castle Lager ran the 9644 project, very successfully I must add, for 2 years. In the third year, a new management team on client-side stepped in and didn’t see the benefit in continuing the programme. A fellow designer, Vumile Mavumengwana, worked on the print material and we fed each other ideas throughout the project. If he was a little too rough in his design, I was too refined – together mixed up we found an original style we both loved to work in.
View some of the scamps for the never-seen third year of the 9644 programme.