The 'Host Beer,' but Not the Official Beer, at the World Cup

Castle Lager's Bula Booting Campaign

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Anheuser-Busch InBev's Budweiser may be the official beer sponsor of the 2010 FIFA World Cup, but SABMiller's Castle Lager wasn't going to be left out when its home country of South Africa was hosting the event. So Castle Lager decided to try to play the role of "host beer" with a Bula Boot campaign.

Bula Booting is all about spontaneously creating your own party from the boot, or trunk, of a car, complete with huge speakers and usually near a sports match, a music event or even a club. It's a concept best known in the South African township market, where Bula Boot and music, especially house music, go together.

Castle Lager created Bula Booting kits to give out to employees and promotional staff in a bid to encourage the spirit of (branded) hospitality. The kits feature Castle cooler boxes, South African flags, Castle-branded clothes, a camera, camping chairs, the compulsory mini gas braai (the South African barbecue), food, a Bula Boot CD and, of course, plenty of Castle Lager.

Some 100 trained, two-person Castle Lager ambassador teams, including one designated driver, will be driving around key South African venues in the nine host cities giving out beers and food. The campaign falls under the message "it all comes together with a Castle."

A thematic television commercial forms the center of the campaign, supported by an integrated in-store program with displays, special edition packs and beer coolers.

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