We developed a "sub-culture" - 9644 - and a consumer-engagement programme.

We acquired names and picked 500 targets – opinion leading consumers, trend-setters - who received a recruitment pack. The 250 responses became our VIPs – and were invited to a launch event. Each had to bring 10-15 new people into 9644.

Creatively, we celebrated South African icons – linking with Castle’s positioning as ‘SA’s finest’ and profiling people that interested our market. We developed a website through which VIPs invited friends to 9644 events and organised their own events. For every interaction with the brand, points were awarded, and the top 5 earners won an around-the-world trip.

Initial sign-up rates were 73% … 23% above the targeted 50% (we sent out 500 packs and needed 250 VIPs). We had 208,937 hits on the website within the first three months. VIPs integrated 1,205 additional consumers, held 53 self-initiated events within the first six months. And the word about 9644 continues to spread…