ABInBev Castle Lager #SmashTheLabel

Brands invest untold millions developing and protecting their labels. For a brand in a competitive market, labels are life and death. In today’s polarised world, people too are destined to live or die by the labels they’re given.

So in solidarity with the millions of lives destroyed worldwide by labelling, Castle Lager South Africa sent 4.4 million bottles to market without their iconic labels, across 8000 stores countrywide. To remove a label representing a brand valued at $3.172 billion was a defiant statement.

Through various platforms, it encouraged and enabled South Africans to smash down the labels that divide the country along social, racial and political lines.