Castle Free is South Africa’s first locally produced O% alcohol beer. It’s targeted at consumers that like to go out, but don’t like things to get too messy. To grab their attention, we launched the product on radio, the country’s largest medium, with each commercial taking the listener on a journey of self-discovery to the realization that yes, in actual fact they actually like the taste of beer, and no, they don’t like the party to get too out of hand.