Headlines News

# Smash the label



Nie Cele

Tana Malinga

Vaughan Croeser,  Brand Director of Castle in black and white flanked MMA fighter & Orthopedic Doctor – Bumni Ojewole, Photographer & Plus-size Model – Lesego ‘ThickLeeyonce’Lebogane,
South African Paralympic International- Kgothatso Montjane, TV and Radio Personality- Anele Mdoda,, Poet & Activist- Tevin ‘Gaddafi’Mainganya
and Springboks & Blue Bulls  flyhalf- Handre Pollard at the launch of the #SmashTheLabel
campaign launch at Constitution Hill in Braamfontein.




South Africa’s “Home Grown” and patriotic beer brand Castle Lager has come up with a ground breaking puchline that will set the tongues wagging. This is the same beer brand that has over the years solidified its position as a unifier and has become synonymous with campaigns that reflect the true essence of South African pride.


This time around the major beer company, SAB, are again, through their flagship brand Castle Lager, striking a chord with the launch of their new anti prejudice movement called #SmashTheLabel. The movement, was officially launched at the iconic Constitution Hill in Braamfontein and  is aimed at bringing South Africans closer together by driving awareness and creating conversations around the pervasive problem of labelling and stereotyping.


Organizers say the #SmashTheLabel is a direct call to action to South Africans to proactively stand against any form of negative stereotyping and labelling towards one another.

Furthermore Castle Lager  is encouraging South Africans to share a beer and get to know the person behind the label. Castle Lager  also urges South Africans to look beyond the label and appreciate individual differences, because it’s in the celebration of our diversity that we break down barriers and create a more united South Africa.


Vaughan Croeser, Brand Director of Castle Lager  told the packed hall that Castle Lager has used it’s communication as a means to drive South African social unity for many decades. He said  Castle Lager of today reflects a society that is constantly progressing and a society that is brave enough to tackle relevant issues that are of national importance, hence #SmashTheLabel.


“As a home-grown South African brand, we care deeply for the future of our country and its people.   We represent the very heart and spirit of South Africa, and so we will endeavour to keep this dream of a rainbow nation alive”.


He also stressed that Through this #SmashTheLabel initiative Castle Lager aims to drive active participation in conversation and activities in order to attain the realization of a “label-free” South Africa.

“Every day we see various incidents of labelling and stereotyping amplified in social media, which prompted the brand to take a stand. To show solidarity with those who have been labelled, and raise awareness around the issue, Castle Lager will be removing its front body label in a series of limited edition label-free packs, which will hit shelves on 14 September, 2018 and will be available in non-returnable 340ml size bottles,” Croeser argued.

On the sidelines he told this publication that he believes that if people have something in common they will come closer together and connect.


At the launch, Lindiwe Mokate, Former Human Rights Commissioner told the audience that people needs to be informed in order to smash the label.


Dr Bunmi Ojewole, an orthopedic doctor and a victim of these stereotype labelling told this reporter that she hates the negative part of it.

“I was labelled a man since my high school days because of being muscular. Its hard to do away with it but it needs to stop.”


And it was also revealed that the campaign will be further supported by a wide range of media, including a provocative television commercial, which reinforces the fact that people are more than the labels we assign to them.


This will be followed by the launch of a hit song on the 6th of August, called “More Than That” produced by renowned award winning producer – Dj  Maphorisa.


Did you know?


The brand also plans to undertake ongoing #SmashTheLabel activations to raise awareness around the issue, these will include:


  • The creation of a #SmashTheLabel website, smashthelabel.com, with information on how South Africans can support the movement.
  • Engagement of the youth market through selected campus activations designed to drive social cohesion.
  • Campaign communication and activations at match fixtures of the three national sporting teams sponsored by Castle Lager.
  • Link to the video (You Tube Link)



Related posts


Nie Cele


Nie Cele

Springboks humbled by superb support in SA

Nie Cele

Leave a Comment