Castle Lager launched the #SmashTheLabel campaign today.
Castle Lager took to Twitter today to unveil their latest social media campaign, with the #SmashTheLabel hashtag harnessing the recent events at SuperSport regarding Ashwin Willemse and his co-hosts, Naas Botha and Nick Mallet, to position their brand as one that opposes labeling people.
The brand’s advertising agency has clearly decided that there’s money to be made in riding the wave of one of South Africa’s biggest trending topics at the moment, and they could well be right.
Reactions to the campaign so far have varied, with some praise mainly overshadowed by criticism. Some have accused the brand of trying to capitalise on the Willemse saga and latch on to a trending topic. Others have disagreed with the campaign’s politics, accusing it of taking sides.
In perhaps the funniest reaction so far, some have created their own Castle Lager conspiracy theory, suggesting the brand is trying to put a positive spin on a fault at their production plant. There is no evidence to back up this claim so far.
Whatever your take on the campaign, it is certainly getting Castle Lager plenty of attention, which is probably exactly what the brand is going for.