Boomtown creates “Pause in the Sky” for Castle Milk Stout - Go Back
The Pause in the Sky event in Johannesburg
The Boomtown team and Castle Milk Stout recently took the brand to new heights, literally, when we hosted a Pause in the Sky as part of the experiential brand activation for the Pour, Pause, Sip, Enjoy concept. Boomtown was appointed by South African Breweries (SAB) in June 2010 to manage the below the line activities related to the Castle Milk Stout brand.
Castle Milk Stout was positioned as very traditional and appealed to a older market. As it was the only stout within SAB’s portfolio of brands, it was also very evident that the old positioning led to a situation where consumers classified the product as a beer instead of a stout. Even when compared to other stouts it was incorrectly judged as it is a sweet stout and not a normal dry stout.
Boomtown together with Castle
The rotating bar that was at all the events
Milk Stout conceptualized a new positioning for the brand, an occasion where the Pour, Pause, Sip and Enjoy ritual could be celebrated. With a new positioning, occasion and a ritual the team conceptualized an experiential activation that would dramatize this through the Pause in the Sky experience.
The Pause, Pour, Sip, Enjoy
journey started at a rotating bar where guests experienced the first three steps of the ritual. The fourth and final step of the ritual saw guests hoisted 60 metres in the air on a Sky Table literally taking them out of the busy city and leaving the hustle and bustle behind to enjoy food parings with Castle Milk Stout while enjoying the spectacular 360 degree view of Johannesburg, Durban and Pretoria. At the after party, guests were entertained by a premium entertainment line-up including DJ Black Coffee and Zakes Bantwini who encapsulated the type of music that mixes with unwinding in Johannesburg. Durban on the other hand was entertained by Bantu Soul, Zonke Dikana and Dj Vinny da Vinci with his laid back grooves. The Durban night was capped off with a great performance by Zakes Bantwini who proved to be a good pairing with Castle Milk Stout. The Pretoria event saw Dj Vinny da Vinci setting the tone for guests. The guests included media, social bloggers, local celebrities and lucky consumers who were selected through a recruitment process and competitions on radio and social media site Facebook. The experience thus far has seen consumers immersed in the world of Castle Milk Stout where they got to slow down and unwind away from their fast paced life while on a multi-sensory experience dramatizing the Pour, Pause, Sip, Enjoy ritual that differentiates Castle Milk Stout from other stouts.
The Boomtown Castle Milk Stout teams were privileged to see their work in motion at the Pause in the Sky events. A team of creatives attended the Pretoria event to view the fruits of the labour.
The feedback from the new positioning, event and the whole Castle Milk Stout experience was very positive and the media is still buzzing.
Just like the new tagline for Castle Milk Stout, “There is a Journey in Every Moment”, Boomtown lives for the journey from concept to execution to the final moment when everything comes together and the conversation about the brand begins.
To view videos from the event visit Boomtown’s YouTube channel
