CAPE TOWN: Castle Lite, the beer brand, has yielded major benefits from its efforts to connect with drinkers who have a passion for hip hop.

The brand recently released a new TV spot starring Rick Ross, and which uses “Hustlin’”, a hit song for the American rapper in 2006, as a soundtrack.

And this commercial builds on previous efforts from the brand, which has included artists like Vanilla Ice, MC Hammer and the duo M.O.P. in its ads.

Becky Opdyke, the Brand Director for Castle Lite, suggested this approach helps the beer, which is owned by brewing group Anheuser-Busch InBev, to effectively reach its target audience.

“Hip hop music is a major passion point for our core consumers and they also like to feel they’re part of both the local and the world scene, and that they’re connected to global superstars like Rick Ross,” said Opdyke.

Reflecting this insight, the brand has embraced local talent, such as featuring Stilo Magolide in a TV ad, alongside using a roster of international stars.

It has similarly enabled local artists like Cassper Nyovest, Riky Rick and Sho Madjozi to “share a stage” with performers like Drake, Kanye West and Wiz Khalifa.

Data sourced from Ogilvy; additional content by WARC staff