CASTLE LAGER STARTS ITS NEW BRAND JOURNEY FUELLED BY COURAGEOUS OPTIMISM
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Loading...Castle Lager’s storied brand history book in South Africa stretches across 127 years and the latest chapter kicked off yesterday (25 May 2022) at Imbizo Shisanyama, Mall of Tembisa, where the launch of its new campaign entitled #ItsWithin took place.
“It’s really about the people, the communities that make us who we are. That is why this will always be our role as Castle Lager; to bring the pride and hope in South Africa,” explains Castle Lager Brand Director, Wendy Bedforth.
Within South Africa, Castle Lager is renowned for its role in supporting homegrown talent through backing the Senior National men’s sports teams such as the Springboks, the Proteas and Bafana Bafana for decades.
Bedforth went on to say that: “Obviously sport plays a fundamental role in bringing people together, but we also found that Castle has lost relevance amongst consumers who don’t necessarily resonate with sport as they were not seeing the brand.”
Building on to this, Lizo Gqoboka, Springboks and Vodacom Bulls Prop, states: “It is such a massive honour to be here celebrating this amazing brand called Castle Lager that is creating opportunities and employment in our country which is helping our economy. I started a foundation called Lizo Gqoboka Foundation, because I realised there is a lot of local talent, but not many employment or entrepreneurial opportunities. We give opportunities in sports and education. We are having our second graduate next month in June. Previously, she had been sitting at home for 5 years doing nothing.”
Gqoboka is not the only local sports star paying it forward as Temba Bavuma, Proteas Captain and Lions right hand batsman also established a foundation called Temba Bavuma Foundation. “The work the organisation has done has been incredible. In 2021, 2 individuals graduated from the University of Pretoria with degrees in Accounting,” he says.
The Castle Lager brand will be contributing towards beautifying our Kasi’s all around Mzansi, and uplifting local businesses to the benefit of the township economy, all while paying tribute to the amazing communities within South Africa.
Sowing the seed of optimism in the Kasi to enable Mzansi to reap the benefits
Rita Zwane, owner of Imbizo Shisanyama Franchises, says that: “Starting a business needs commitment and hard work, but to continue is something else, as you need dedication and that drive comes from within you. That is what I tell young people most of the time. Also important ingredients for success is consistency and passion: Passion is what will drive you.”
“It is okay to start small just like brands such as Castle Lager, who are celebrating 127 years of existence this year. They started small and throughout the years, they were building generational wealth. When you start small, make sure you have a roadmap and it must be crystal clear.”
Beyond supporting Kasi businesses, Castle Lager is also helping to spread hope for a better life and optimism for opportunities through which to achieve that goal within Kasis across the nation. Ronwen Williams, Bafana Bafana and Supersport United’s Goalkeeper along with Johan Goosen, Springboks and Vodacom Bulls Prop expands on this with Williams stating: “There’s a lot of talent in places like Gqeberha. I want to nurture and expose young people through a foundation by giving them opportunities and give them that belief that they can get out of gangsterism. That is my plan. Hopefully, it can come to fruition in the next few years.”
“I am from a small town in the Eastern Cape called Burgersdorp. I am involved in developing rugby clubs in the townships, not only through sponsorships, but offering coaching mentorship to,” adds Goosen.
Also making an appearance at the launch was DJ Sbu, who isn’t merely a well-known TV and Radio Personality, Producer, and DJ, but a prominent businessman as well.
He summed up the day’s proceedings as follows: “I love the #ItsWithin punchline and slogan because it definitely is within. For me, it has always been within. It is just beautiful memories every time when you drive back to your old township, where you grew up and just see the development in the township”.
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