The campaign is aimed at bringing South Africans closer together by driving awareness and creating conversations around the problem of labelling and stereotyping.

According to Castle Lager, '#SmashTheLabel' is a direct call to action to South Africans to proactively stand against any form of negative stereotyping and labelling towards one another. 

Vaughan Croeser, brand director of Castle Lager, says, "Castle Lager has used its communication as a means to drive South African social unity for many decades. As a home-grown South African brand, we care deeply for the future of our country and its people."

"The Castle Lager of today reflects a society that is constantly progressing and a society that is brave enough to tackle relevant issues that are of national importance, hence '#SmashTheLabel'. We represent the very heart and spirit of South Africa, and so we will endeavour to keep this dream of a rainbow nation alive," adds Croeser.

To raise awareness around the issue, Castle Lager will be removing its front body label in a series of limited edition label-free packs, which will hit shelves on Friday, 14 September and will be available in non-returnable 340ml size bottles.

The campaign will be further supported by a range of media, including a television commercial, which aims to reinforce the fact that people are more than the labels assigned to them.

This will be followed by the launch of a song on Monday, 6 August called More Than That, produced by award-winning producer Dj Maphorisa.

The brand also plans to undertake ongoing '#SmashTheLabel' activations to raise awareness around the issue. These will include:

  • The creation of a #SmashTheLabel website, www.smashthelabel.com, with information on how South Africans can support the campaign.
  • Engagement of the youth market through selected campus activations designed to drive social cohesion.
  • Campaign communication and activations at match fixtures of the three national sporting teams sponsored by Castle Lager.
  • A Youtube link to the video

For more information, visit www.castlelager.co.za. You can also follow Castle Lager on Facebook or on Twitter.