Boomtown | Case study | Chocolate Milk Stout Launch | Boomtown
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Chocolate Milk Stout Launch

About This Project

Reaching the right people at the right time.


After the successful revamp of the iconic Castle Milk Stout brand, the South African market was thirsty for more. SAB, ever the innovators, had just the product to satiate them – Chocolate Infused Castle Milk Stout. The challenge? To launch a brand new flavour of Castle Milk Stout and tap into a younger, more progressive mixed gender market. Although the market was choc-a-block with niche flavoured craft beers, Castle Milk Stout Chocolate was a brave mainstream pioneer in the market.


The sensual rustle and anticipation of unwrapping gold-foiled chocolate became the inspiration for the launch concept and its enticing visuals. The sleek new bottle design revealed itself to the market through a swirl of chocolate and gold. Using an integrated through-the-line campaign, the product was positioned as a premium, easy-drinking beverage. A product that was initially intended to be limited edition has now become a solid fixture, a beery best seller, and a great way to ease skeptics╩╝ tastebuds into the wonderful world of Castle Milk Stout.


The result was a sweet success – a cult-like following that exceeded all expectations and targets by 95%. A true testament to a great product satisfying a gap in the market, and a truly collaborative client-agency team reaching the right people at the right time.