The Don’t Fear Black, Savour It campaign that was conceptualized from the brand’s observation that black (as more than just a colour), is largely attributed to being somewhat “inferior” or something “to be feared” by society. Through this campaign; the brand seeks to build a strong connection of its intrinsic and extrinsic properties.
As Castle Milk Stout’s loyal consumers call the beer ‘inkunzi’emnyama’, which translates to “The Black Bull”, the brand has taken this opportunity to inspire Africans around the continent to embrace and celebrate blackness in all its forms. This includes embracing and savouring the rich smooth taste of
Castle Milk Stout, which is a black liquid in nature. As a purpose-driven brand, through this campaign, Castle Milk Stout encourages South African consumers to embrace the colour and the taste of the liquid by declaring and speaking about the issues that drive people to fear black.
GUEST : Khensani Mkhombo Castle Milk Stout Brand Manager