South African beer has a gender problem: For decades, our industry has positioned beer 

as an almost exclusively male and masculine drink.

As a brand that prizes progressiveness and inclusivity, Castle Lite wanted to tackle this double standard. We wanted to challenge beer’s outdated norms and help create an environment where women can drink what they want, when they want. And we needed to do it without alienating men. 

But how?

Introducing: The Castle Lite "Hold My Beer" Digital Campaign.

Ogilvy Associate Creative Director: Neil White

Art Director: Annie Bekker

Copywriter: Zanele Kabane

Marcus Modimokwane

Gugu Ndabezitha

Thabo Manenje

Silke Bucker