Last year, Castle Lite introduced the concept of "Extra Cold" which has proven to be a unique and distinctive positioning for the brand. Castle Lite became the first premium beer (and is still the only beer) to introduce a temperature sensitive thermo chromatic indicator on all 330ml and 660ml bottles which shows the beer is at perfectly cold drinking temperature.
The new campaign has resulted in thousands of branded sub-zero Extra Cold fridges being placed in the market place. Extra cold events will be held at more than 50 outlets, culminating in big mobile ice bar events - literally a branded ice bar in which consumers can enjoy the extra cold experience at temperatures of -15°C at five top venues. A new draught offering has also been introduced to make the draught drinking experience the coldest in the country.
The fridges, currently seen on the MC Hammer commercial, are able to chill beer to an extra cold -4°C and consume less energy if left on overnight rather than being switched off (switching them off then takes more energy to cool down the beers to optimal temperature the next morning). The sleek modern appearance with exterior LCD temperature display, adds to the experience.
