The concept was to unite the rival fans of the various South African Premier Soccer League fans under one banner – ‘Different Tribes. One Voice’ – in order to offer South Africans a focused point to cheer for, and get behind, their soccer team.We began with gathering these fans and giving them a uniquely South African Castle Lager makeover, to bring them to life as Castle Lager Super Fans.

We then took them, through physical appearances and through Point-of-Sale and Outdoor channels, to the South African public. They toured the country, visiting taverns, pubs, bars and lead-up games, and their likenesses were also celebrated in spirit across various channels.

Castle Lager were the third most mentioned sponsor of the 2010 FIFA World Cup, despite the fact that the brand was not an official sponsor. In massively cluttered and complicated environment, this was achieved with a notably smaller investment than lesser-mentioned official sponsors such as Adidas, McDonalds, FNB, Telkom and Hyundai, losing out to Coke and MTN by a whisker. This had the added effect of a substantial increase in volume, sales and turnover, and for the first time since 1998 the brand has begun to display consistent year-on-year growth.