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

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

• We identified one bar at each stadium and gave the bar a total makeover to create a premium experience and serve extra cold beer!
• A range of theatrical elements aligned with the “extra cold” theme were incorporated to elevate the experience – including CO2 jets, misters, gobo lighting, and dry ice – creating highly Instagrammable moments throughout the bar activations, across the campaign days. A music element was also introduced to maintain an energetic atmosphere at the main bar beer purchase point
• 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)
• 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.