by Oresti Patricios (@orestaki) This week’s Ad of the Week is not really an ad but a private gesture made by a very public brand that went viral, thanks to the power of social media.
It all started when Pat Symcox, one of South Africa’s cricketing greats, posted a picture to Facebook of a commemorative bottle that Castle Lager management had produced (no agency was involved), depicting the face and signature of the recently deceased Clive Rice. On the bottle of beer was the text: “To a true legend of the game — cheers.”
Not a publicity stunt
This wasn’t a publicity stunt, or — as the cynical might put it — an attempt to cash in on the death of one of SAs cricketing legends. No-one was supposed to know about the commemorative beer, except for family and friends who were recipients of this gift from Castle Lager.
Five cases of the special beer were produced and sent to the Rice family, so one can safely assume Symcox was given one, as one of many guests who went to pay their final respects, when Rice was buried on 4 August 2015.
These days, anyone may order customised Castle Lagers from Netflorist, but the commemorative beers are much more special. These have the cricketing legend’s portrait on them, and Rice’s signature replaces that of the iconic Charles Glass.
A cricket great
Rice is acknowledged as one of the world’s greatest cricketers, despite his career being constrained by the international sporting boycott. He only played three One Day International (ODI) matches, captaining the SA team against India in 1991, at the age of 42. He never played an official test match.
Rice battled for several years with cancer that attacked various parts of his body, including his lungs and brain. In June 2015, DStv’s Carte Blanche actuality programme travelled with Rice to India, where he underwent a new, high-tech, robotic laser procedure to remove a tumour from his brain. The tumour had previously been declared inoperable. The operation was a success but, back in SA, Rice had to be hospitalised with septicaemia caused by treatment for a cancer spot on his lungs. He finally succumbed on 28 July 2015, aged 66.
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Long-time supporter
Castle Lager has long been a supporter of rugby, cricket and soccer in SA, and the gesture of printing the bespoke labels was never meant for public consumption, according to statements released by Benedict Maaga, media relations manager at South African Breweries. “This small gesture was intended to be something private between Castle Lager and the Rice family to let them know that we and the rest of South Africa held Clive in high esteem and that we were deeply touched by his passing,” Maaga is reported as saying by SA People News.
The post by Symcox on Facebook has earned over 14 000 likes and some 13 000 shares, and has been quoted and reprinted in numerous news sources, with what seems to be universal approval.
SABMiller, through its brand Castle Lager, has done much for cricket by sponsoring the Proteas. It’s fitting that the beer brand has reminded us to say cheers to a true sporting legend, and to acknowledge his contribution to game.
Here’s to Clive Rice: “To a true legend of the game. Cheers!”
Ad of the Week, published on MarkLives every Wednesday, is penned by Oresti Patricios (@orestaki), the CEO of Ornico, a Brand Intelligence® firm that focuses on media, reputation and brand research. If you are involved in making advertising that is smart, funny and/or engaging, please let Oresti know about it at info@ornicogroup.co.za.
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