In October SABMiller festively introduced the new look of Castle Lite. Claessens Cartils developed an evolutionary redesign with the main challenge to increase the premium feel and to position Castle Lite more independently from its mother brand Castle Lager.
The new packaging underlines the new brand positioning of COLD REFRESHMENT, especially by means of a snow-castle symbol which changes colour when the perfect drinking temperature is reached. To underline the new look and feel of the brand holding a No.1 position in the South African premium beer segment Claessens Cartils also created the LITE brand device which is now being used as the main communication tool during introduction.