Castle Milk Stout Chocolate Infused whets the appetite of SA and exceeds expectations
Beginning as a limited edition, Castle Milk Stout's Chocolate Infused was so well received by consumers, that it was nationally rolled out in July 2015 and since then has almost doubled its sales volume target.
Waiting to target urban and rural markets using 330ml and 440ml cans, and quart packs, creative agency, Boomtown used differing strategies for each market. “We had to strategically position Castle Milk Stout Chocolate and deployed an integrated through the line campaign for both markets positioning it as a premium, easy-to-drink beverage to be enjoyed with friends,” says Boomtown Director, Glen Meier. “We also developed immersive sampling activations to encourage trial.”
Since its national roll-out, Castle Milk Stout Chocolate has almost doubled its anticipated sales volumes. “SAB set a stretch target for volume sales four our first nine months,” adds SAB’s Castle Milk Stout General Marketing Manager, Julian Remba. “We blew the target out of the water and almost doubled our target. It’s a true testament to a great product satisfying a gap in the market, and a team reaching the right people at the right time through strategic communication and creativity.”