Introduction:

The GranBoks was Castle Lager’s most successful PR campaign in the past decade, and its most ‘viral’.

Our campaign was a branded content series, starring the grandmothers of three Springbok rugby players - supported by traditional and digital PR methods - that national radio station 947 praised: ‘Cheers to getting Mzansi right in the feels, Castle Lager!’

The campaign is one of the most successful Rugby World Cup PR campaigns of the year as it reached 51.6m South Africans, generated more than R4m in earned media, and - most importantly - resulted in the brand cutting through the ‘Springbok sponsor sameness’ clutter and led to Castle
Lager having the greatest sponsor share of voice (double the next best) of all Green and Gold sponsors (50+) during Rugby World Cup 2023.

Watch the case study  https://www.youtube.com/watch?v=aSAeacAxLMs

Statement of the Problem:

Despite being the Springbok’s longest serving sponsor, the four-time winning World Cup champions have more partners than ever before (50+) and many with larger budgets than Castle Lager, including the likes of MTN, FNB, Dove Men+Care, Toyota and Nike.

However, opportunities exist for Castle Lager to stand out from the Springbok sponsorship crowd.

We required a creative solve to:

• Remind South Africa that Castle Lager has been SA’s National Beer for over 125 years. Our golden liquid represents the very best of South Africa
with a taste to match a South African thirst

• Cut through the brand clutter and own the Springbok conversation, during Rugby World Cup 2023

The Creative: