The Smash the Label campaign objects against all name calling and this is clearly interpreted by the campaign slogan, "We believe in a Label-Free South Africa".
On the 9th of June Castle Lager unveiled their #smashthelabel campaign.
On 21 May Castle Lager called on all South Africans to look out for the label-free bottle.
In light of recent events, we’ve decided to lose our label* in solidarity with all those who are unfairly and callously labeled on a daily basis. This small act is a pledge that Castle Lager will work towards eradicating the labels that divide us. #SmashTheLabel #AshwinWillemse pic.twitter.com/k3y17cUxdQ
— Castle Lager SA (@CastleLagerSA) May 21, 2018
The brand manager of Castle Lager, Vaughan Croeser is quoted saying that, "We learnt that young South Africans prefer nothing more than a country united in which everyone can thrive and be at peace."
Following the unveiling of the campaign, and it gaining traction Twitter with customers who tweet about their label free bottle purchases, Castle Lager released the following:
We believe in a label-free South Africa. Let’s share a Castle and #SmashTheLabel. pic.twitter.com/uJ1rhqrGpd
— Castle Lager SA (@CastleLagerSA) July 24, 2018
