No label brings SA together

2018-06-13 06:02
Representatives of #SmashThe Label initiative, Kudzi Mathabire (marketing ma­nager) and Vaughan Croeser (brand director). Photo: Teboho Setena

Representatives of #SmashThe Label initiative, Kudzi Mathabire (marketing ma­nager) and Vaughan Croeser (brand director). Photo: Teboho Setena

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Castle Lager announced the dropping of its iconic label of the beer in solidarity with victims of stereotyping and labelling.

This is undertaken via a programme called #SmashingThe Label.

The programme involves the selling of the beer without labels.

SAB announced this on Thursday (07/06).

The label-less packs were made available from Saturday (09/06) during the Castle Lager Incoming Series match at Emirates Airline Park in Johannesburg between the Springboks and England.

Brand director Vaughan Croeser said research, focusing on South Africans’ desire on what they want to achieve for the country and their community, was done to pave way for the initiative.

“About 18 months ago we did research about what is the one thing they want for our country and what is keeping us apart.

“Unanimously the answer was that people are craving for a united South Africa.

“We crave for a country we can live in peace with each other and the world.

“One of the things that emerged is stereotyping and labelling. This reduces the opportunity to connect as a people.

“So, when we can sit down and connect with someone and go beyond stereotyping and labelling, we can drive a social cohesion, hence we have decided to embark on the drive of #SmashingTheLabel,” said Croeser.

He said through the initiative they hope to create a healthy climate in South Africa.

“We rely on a good and healthy South Africa to thrive.

“Our chief objective as brand is to bring South Africans together and strive for social cohesion.

“There is so much negativity around the country.

“We believe we have a responsibility to be the counter point to some of the negati­vity that is out there.

“We must tell the truth and show society what is happening, and we must tell positive stories which bring us together,” he said.

Croeser said the chief objective is to educate and intensify awareness among people about the dangers of labelling and stereotyping, as well as its impact.

The shedding of the label came in the wake of the conflict between Ashwin Willemse and his SuperSport co-presenters, Naas Botha and Nick Mallett.

However, Croeser said the drive was already in the process waiting to go full steam to the public.

“Labelling and stereotyping is not a political campaign, although its associated with politics.

“It affects all of us and cuts across our social life,” said Croe­ser.

He said programmes to curb labelling and stereotyping will be launched countrywide soon.

These programmes will also reach out to tertiary institutions to reach students.

Croeser said educating people on breaking barriers of labelling and stereotyping was the chief objective.


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