Ogilvy South Africa


Castle Lite

The Brief

South Africans frequently have to make do without electricity. Cable theft, poor maintenance, slow rollout, frequent load shedding and consistent double digit annual increases over the last decade have left consumers with a sense of hopelessness.

When people’s energy needs are so poorly met, how do we make them care about renewable energy brewing?

The Solution

To get consumers to notice, without pulling on the usual levers of global warming, carbon neutrality and environmental impact, the campaign messaging was framed within the context of electricity. 

Switch to Renewable. Switch to Castle Lite was launched, on a very simple and relatable idea.

‘Because Castle Lite is brewed with renewable energy and no longer takes energy from the grid, there’s more electricity for the stuff you care about’.