Back to Work

Drinks · Concept

Castle Lite: extra cold, everywhere.

A Castle Lite visibility and merchandise playbook concept that makes extra cold serve, retail displays and lifestyle merchandise work as one branded system, with a scan-to-win layer on every table.

  • On Trade point of sale
  • Retail displays and coolers
  • Events and outdoor activations
  • Digital table talkers
  • Quick Fire Shootout
  • Brand merchandise
Pillars
4
Limited-edition drop
1,000
Table talker screen
8-inch
Shots in the shootout
6
A venue TV squeeze back: Castle Lite key art fills the window and the L-frame around it, with the Castle Lite logo, a QR code and the words Scan to take part, above an 18+ line.

QR code that opens this Castle Lite page on hellobrand.co.za.

A campaign concept by Hello Brand for Castle Lite (AB InBev, SAB). It has not run, so there are no results.

Not for persons under the age of 18. Enjoy responsibly.

The brief

Castle Lite needed a consistent picture of what great brand presence looks like, from the bar and the fridge to festivals and the merchandise fans take home.

The audience: adults of legal drinking age who see Castle Lite as a lifestyle brand, and the bars, events and retailers that serve it. The insight: extra cold is something people feel, not just read. Every glass, ice bucket, fridge and display can make that promise visible.

What it is
A brand visibility and merchandise playbook
On Trade
Bars, lounges, rooftops and beach clubs
Off Trade
Liquor stores: displays, coolers, cold rooms
Events
Tents, mobile bars, banners, furniture
Digital
Table talkers with QR competitions
Who it is for
Adults of legal drinking age, 18+

The idea

Castle Lite key visual: guests in white at a lit table with a glowing draught tower, ice buckets of Castle Lite and a Watch, scan, win stand.

It's more than cold. It's a lifestyle.

Set out one visual playbook that venues, events and retailers can pick from. Premium serve kits and glassware deliver the extra cold ritual at the table; illuminated fridges, shelf strips and floor displays guide shoppers in store; outdoor bars, shade and furniture carry the brand to events; and limited-edition apparel and giveaways turn fans into ambassadors. A digital table talker adds a scan-to-win layer at the table.

  • Engage: drive awareness
  • Influence: inspire choice
  • Purchase: convert browsers
  • Win: build loyalty
  • Capture data at the point of purchase
  • Make extra cold visible everywhere

On the table, the bar and the shelf

The digital table talker tells the coldest story on every table, and the screens and displays around the room repeat one call to action: buy Castle Lite, scan, and win.

A busy bar dressed in Castle Lite: a lit back bar, a screen reading Buy, scan, win with a QR code, and a Scan to win stand with a Castle Lite cooler.

An 8-inch LCD screen (220 mm by 140 mm by 35 mm) with blue edge lighting, remotely managed content for promotions, events and messaging, a rechargeable battery (up to 10 hours, or USB-C power), Wi-Fi, a dual-sided display and QR competition integration.

On the venue screens

A squeeze back on the venue TV and a portrait screen at the bar carry the same extra cold look, the code to scan and the 18+ line.

An L-shaped squeeze back on a venue TV: Castle Lite venue scenes in the window (a lounge table with a draught tower, a courtside shootout, a rooftop and a beach club), framed by a rooftop bar at dusk, with the Castle Lite logo, Scan to take part, a QR code and the line Not for persons under the age of 18. Enjoy responsibly.
The venue TV: an L-shaped squeeze back with the code to scan. 18+.
A portrait screen at the bar showing the Castle Lite serve kit one piece at a time: the draught tower, the draught glass, the ice bucket and the six-bottle ice carrier, with the line Not for persons under the age of 18. Enjoy responsibly.
At the bar: the serve kit, piece by piece.

The extra cold serve, in the room

A rooftop bar at dusk above a city skyline, with a lit Castle Lite sign on the wall, a draught tower and an ice bucket of Castle Lite in front.
The Castle Lite Ice Vault bar at night: a lit counter under a Castle Lite sign, high tables with ice buckets of bottles and stools, snowflakes projected on the floor.

The Ice Vault bar: one of the playbook's event and venue builds. Concept renders.

Ways in

Every surface in the venue and the store points the same way: to the extra cold serve, and to a code to scan.

  • The Castle Lite digital table talker showing Now pouring Castle Lite draught, with a glass of draught on ice.
    The table talkerDraught promotions, games and QR competitions.
  • A lit Castle Lite table talker showing a Quick Fire Shootout game beside a glass of draught, a bottle and an ice bucket of Castle Lite.
    Quick fire at the tableBuy 6, shoot 6, unlock extra cold.
  • The Castle Lite Ice Vault: an open, lit silver cooler full of Castle Lite bottles.
    Win the Ice VaultPurchase, scan, enter, win in store.
  • A liquor store with a lit Castle Lite cylinder display of bottles, a branded walk-in cold room, floor graphics and an Ice Vault cooler.
    In storeFloor graphics lead to the cold room.

The guest's journey, start to finish

Four moments, from seeing the brand to taking something home, then the digital table talker that runs the night. The phone screens for the scan step have not been designed yet.

  1. An evening event under a lit Castle Lite stretch tent, with a mobile bar, a crowd and parasols.
    1. See it at the bar, the fridge or the event.
  2. Friends at a rooftop table around a lit Castle Lite draught tower, ice buckets of bottles and LED coasters.
    2. Order the extra cold serve.
  3. The table talker screen: now pouring Castle Lite draught.
    3. Scan the table talker to play.
  4. A couple in Castle Lite summer wear on a beach behind a branded cooler box, cooler bag, backpack and padel bats.
    4. Win merchandise or an experience.

On the table talker, all night

  1. Now pouring: Castle Lite DraughtThe 8-inch screen on every table sells the extra cold serve: extra cold, extra smooth, extra you. Table talker screen: Now pouring Castle Lite Draught, a frosted glass of Castle Lite on ice in front of snowy mountains. Extra cold, extra smooth, extra you.
  2. Quick Fire ShootoutBuy six, shoot six, unlock extra cold. The screen shows the current leader's score out of six. Table talker screen: Quick Fire Shootout. Buy 6, shoot 6, unlock extra cold, with a flaming basketball and a current leader on 5 of 6.
  3. Event and DJ nightsThe same screen shares events and specials, like a live DJ set on Friday night, 9pm till late. Table talker screen: Live DJ set, Friday night, 9pm till late, with a DJ under purple lights.
  4. Scan to winA QR code on the screen opens the competition: scan to win extra cold experiences. Table talker screen: Scan to win extra cold experiences, a large QR code and Scan now.
  5. New drop: extra cold apparelNew arrivals launch on the table too, like the limited Castle Lite hoodie and cap. Table talker screen: New drop, extra cold apparel, with a grey Castle Lite hoodie and a black cap.
Table talker screen: Now pouring Castle Lite Draught, a frosted glass of Castle Lite on ice in front of snowy mountains. Extra cold, extra smooth, extra you.
Step 1 of 5

Quick Fire Shootout: six packs, six shots

Step up, take your shots, show your game and unlock premium Castle Lite prizes. Buy any six-pack or Castle Lite bucket to enter, take six shots at the hoop, and the more hoops you score, the bigger the reward.

The activation fits in about 3 m by 3 m by 3 m, so it travels: sports bars, rooftops, taverns, festivals, malls, liquor stores and beach events. The same game runs on the table talker as a quick-fire activation.

A player shoots at a lit Castle Lite hoop on a Quick Fire court while a crowd watches, with an ice bucket of Castle Lite in front.

What players could win

  1. 4 of 6 or less: instant wins Glassware and bar kit

    Draught glasses, LED coasters and bar mats.

  2. 5 of 6: premium prizes Ice bucket, beer tower, LED sign

    The extra cold serve, to take home.

  3. 6 of 6: grand prize Jacket, VIP tickets, cooler box

    A Castle Lite jacket, VIP event tickets, a cooler box and exclusive merchandise.

Every touchpoint, in detail

Four pillars and a digital layer, each one a menu a venue, store or event can pick from.

The perfect serve

Towers, ice buckets and glassware that make extra cold the centrepiece. Designed for sharing and engineered for extra cold, the kit runs from the draught tower to a tapered draught glass, square and round ice buckets, a set of four LED coasters and a premium bar mat. An ice core keeps beer colder for longer, LED glow adds premium lighting, the perfect pour is engineered for the ideal serve, and the ice wall bucket surrounds bottles with ice for maximum chill.

Friends at a rooftop table at night around a lit Castle Lite draught tower, ice buckets of bottles, LED coasters and a branded bar mat.
  • The Castle Lite draught tower: a clear ice core and a white base with the tap.
  • The tapered Castle Lite draught glass, full of draught.
  • The round Castle Lite ice bucket with four bottles on ice.
  • The six-bottle Castle Lite ice carrier with bottles on ice.
  • A white Castle Lite bottle opener in a burst of ice.
Own the shelf and fridge

Every touchpoint in the Off Trade store is a branding opportunity to engage, influence, purchase and win: a 360° rotating cylinder display, a full Castle Lite walk-in cold room, posters, shelf strips, shelf wobblers, neck hangers, bulk pallet displays, floor graphics that guide shoppers to the category, bottle-shaped point of sale, and a “Buy Castle Lite, win the Ice Vault” mechanic (purchase, scan, enter, win) that drives engagement, captures data and builds loyalty.

A liquor store with a lit Castle Lite cylinder display, a walk-in cold room and an Ice Vault cooler.
Bring the brand outdoors

Event infrastructure to attract, host, engage and refresh: a Bedouin stretch tent, a mobile bar, teardrop flags, telescopic banners, a banner wall, parasols, branded tables and chairs, promoter uniforms, a drone LED banner and a hospitality zone.

An evening event under a lit Castle Lite stretch tent, with a mobile bar and a drone-carried Castle Lite banner.
Limited editions1,000

Limited editions, collected by the few: Castle Lite collector sneakers (premium leather upper, embroidered snowflake, limited-edition packaging, a numbered collector drop) and the Castle Lite Ice Tracksuit (premium ice fabric, embroidered detailing, limited-edition numbering, premium zip hardware), in a limited release of 1,000. Not merchandise: a piece of the culture.

White Castle Lite collector sneakers with a blue snowflake, in front of their box and a numbered certificate.
The summer giveaway kit

Extra cold, extra good times: a cap, bucket hat, unisex vest, T-shirt, shorts, 80L cooler box, cooler bag, duffle backpack with a six-pack cooler compartment, sunglasses, padel bats, a tennis ball and a portable speaker, with a chance to win the ultimate summer experience.

  • The summer giveaway kit on a beach: cooler box, cooler bag, backpack, towel and padel bats.
  • A white Castle Lite padel racquet with a blue snowflake and its matching cover.
  • A blue Castle Lite portable speaker with a snowflake grille.
  • The lit Castle Lite Ice Vault cooler, open and full of bottles.
The digital table talker8-inch

Content runs from draught promotions and quick-fire activations to event and DJ nights, QR competitions and new arrival launches, all changed remotely. It engages (promotions and experiences), informs (events, specials and updates), connects (QR integration for competitions) and elevates table presence.

One look, from the lounge to the beach

The playbook shows the system at work in each kind of venue: live music and DJ nights, a basketball court, rooftop hospitality and a beach club, each with the same extra cold serve on the table.

  • The Castle Lite experience: guests in white at a lit table with a draught tower and a Watch, scan, win stand, a shootout leaderboard behind them.
  • Music and culture: a DJ behind a Castle Lite booth, with a lit ice bucket and draught glasses in front of the crowd.
  • The lite side of the court: guests at a courtside table with a Castle Lite draught tower while a two-on-two shootout final plays out.
  • A night lounge with a city skyline, guests around a lit draught tower, ice buckets and a Castle Lite bar mat.
  • Rooftop hospitality at dusk: friends at a table with a Castle Lite draught tower, glasses and ice buckets.
  • A beach club under Castle Lite umbrellas: friends with draught glasses, an ice bucket and a Castle Lite cooler box.

The people in these venue visuals are illustrations from the concept, not guests at a live event.

What we proposed

Extra cold, everywhere.

This is a concept, so there are no results yet, and the playbook sets no targets. Once it runs, these are the measures it would track.

  • The serve

    Towers, buckets, glassware and coasters in partner venues.

  • The store

    Displays, coolers, cold rooms and the Ice Vault mechanic.

  • The event

    Tents, bars, banners and the Quick Fire Shootout.

  • The fan

    Limited drops, giveaway kits and table talker plays.

Castle Lite dashboard

What it will measure

12 weeks · sample

Example dashboard Mostly sample data, not campaign results. This was a proposal, so there are no results. The six shots in the shootout and the 1,000-piece limited-edition drop are from the case study. Those figures are tagged From the case study; everything tagged Sample is made up to show how the dashboard works, and is replaced by real figures once they are reported.

  • Sample

    46

    Venues with the perfect serve

  • Sample

    38

    Stores with displays and coolers

  • Sample

    14

    Events branded

  • Sample

    21,846

    Table talker plays

  • Sample

    4,593

    Merchandise given away

The serve

  • Sample

    46

    Venues with the perfect serve

    Partner venues with towers, buckets, glassware and coasters

  • Sample

    212

    Serve kits placed

    Draught towers, ice buckets and coaster sets in those venues

Venues with the perfect serve, week by week (running total)
Venues, by type

The store

  • Sample

    38

    Stores with displays and coolers

    Liquor stores with Castle Lite displays, fridges or cold rooms

  • Sample

    6,284

    Ice Vault entries

    Purchase, scan, enter: entries to win the Ice Vault

Stores, by display
Ice Vault entries a week

The event

  • Sample

    14

    Events branded

    Events with Castle Lite tents, bars, banners or the shootout

  • Sample

    3,127

    Quick Fire Shootout players

    Players who bought a six-pack or bucket and took their shots

  • From the case study

    6

    Shots in the shootout

    Buy six, shoot six

Events branded, by type
Shootout scores
  • 4 of 6 or less 71%
  • 5 of 6 21%
  • 6 of 6 8%

The fan

  • Sample

    21,846

    Table talker plays

    Plays and scans on the 8-inch table talkers

  • Sample

    4,593

    Merchandise given away

    Shootout prizes, giveaway kits and competition prizes

  • From the case study

    1,000

    Limited-edition drop

    Numbered collector sneakers and Ice Tracksuits, a limited release

Table talker plays, week by week (running total)
Merchandise given away, by route
Plays that scanned the QR code

of table talker plays opened the competition

Rand values excl. VAT. Figures tagged Sample are for illustration only: not results from this or any campaign.

Stories that used the same services, or worked in the same sector.

  • Drinks

    Jack Daniel's

    A proposed always-on Jack Daniel's web and mobile platform where fans earn points for events, purchases and social activity, and redeem them for experiences.

  • Drinks

    Corona

    A proposed Corona centenary campaign that rewards South Africans for sunset photos, Sunset Spot check-ins and verified purchases on one mobile web app.

  • Drinks

    Jameson

    A connected guest experience at Jameson Distillery On Tour (J.Dot) in Cape Town: venue Wi-Fi, big screens and a mobile journey guests could join and share.