To create a unique Castle Lite Extra Cold stadium experiences at the Betway SA20 cricket matches in 2025 and to enhance the beer buying experience for fans!

OBJECTIVE

1.Increase Draught Sales: Achieve a 5% growth in Castle Lite’s total draught volume in Q1 compared to the same period last year (SPLY)

2.Enhance Product Quality at Stadia: Ensure Castle Lite is consistently served as the coldest beer at all stadia, supported by regular temperature checks and customer feedback

WHAT WE DID

1.We identified one bar at each stadium and gave the bar a total makeover to create a premium experience and serve extra cold beer!

2.Various ‘theatrical’ elements inline with the ‘extra cold theme’ were added to amplify the experience – CO2 jets, misters, gobo lights and dry ice – making for Instagram-able moments in the bar activations across the activation days. Music element added to a continued vibe at the main bar beer purchase point.

3.A-4-pack was introduced to make it easier for fans to buy and carry  beers. By buying the 4-pack fans received a token to win various prizes (spin & win)

4.Over a 1,000 prizes per game were handed out

RESULTS

On average all Castle Lite beers were 2 degrees colder than any other beverage sold in the stadium.

An enhanced experience, resulting in record beer sales across the country.