Castle Milk Stout x SA Artists Revive Heritage Through “Songs To Savour”: Collaboration as a perfect marketing strategy
How well do you know your heritage songs? Castle Milk Stout is addressing the growing disconnection between young South Africans and traditional music through Songs To Savour, a platform created to help people learn, celebrate, and keep heritage songs alive, especially during year-end cultural ceremonies.
The project features a diverse group of celebrated musicians, each bringing a unique perspective to South African tradition: Zoë Modiga, Yanga Chief, Culoe De Song, Nduduzo Makhathini, and Mbuso Khoza.
It is 2025, and more brands are finding new ways to merge marketing and PR meaningfully. Collaboration has become one of the strongest strategies for building authentic engagement. Castle Milk Stout demonstrates this by partnering with respected South African artists and grounding the campaign in the celebration of the country’s rich cultural diversity.
Why This Collaboration Works: The Marketing Strategy Behind It
Recognition
The campaign enhances visibility for both the brand and the artists. It is seen as a long-term cultural movement rather than a single marketing exercise. By building on past initiatives such as Ancestors Day, Castle Milk Stout continues to earn public respect through consistent, purpose-driven storytelling.Positioning
Through Songs To Savour and other heritage-inspired initiatives, Castle Milk Stout positions itself as a custodian of African traditions and indigenous knowledge. The brand moves beyond conventional product marketing to become a cultural advocate that inspires pride and reconnects consumers with their roots.Brand Differentiation and Long-Term Value
The brand’s sustained commitment to heritage-based campaigns such as Ancestors Day, Clan Cans, and Songs To Savour sets it apart. This long-term focus builds authenticity and credibility, unlike brands that engage with social causes only once.Strategic Partnerships
The campaign collaborated with respected South African musicians, actors, and cultural figures such as Thandiswa Mazwai and the cast of The Wife. These partnerships added credibility and extended the campaign’s reach, strengthening both cultural impact and consumer trust.Relevance to Modern Platforms
While rooted in tradition, the campaign embraced modern storytelling channels including documentaries, social media, and digital platforms. This approach made traditional content accessible, interactive, and appealing to younger audiences.
Key Marketing Learnings for Brands and Artists
For Brands
Co-create with authenticity: Instead of imposing a brand message, create platforms that invite communities to participate. Songs To Savour encouraged public participation in archiving traditional songs, turning audiences into active co-creators.
Build a lasting narrative: Authenticity requires consistency. Castle Milk Stout strengthened credibility by connecting Songs To Savour to long-term heritage initiatives such as Ancestors Day and Clan Cans.
Partner with credibility: Working with relevant artists and cultural leaders adds authenticity and depth. Castle Milk Stout collaborated with respected musicians and a professor of traditional African music, which enriched the campaign’s message.
For Artists
Create meaningful content: The campaign showed that collaborations can produce powerful, story-driven work. The “Afrikaraoke” videos and artist journeys back to their rural homes created emotional and engaging content that connected with audiences.
Align with brand purpose: Partner with brands that share your values. Artists such as Zoë Modiga and Yanga Chief collaborated with Castle Milk Stout because its mission to preserve heritage aligned with their personal and cultural values. This authenticity strengthens credibility and audience trust.
Conclusion
The key lesson is that marketing and PR achieve the greatest impact when they work together. Marketing develops the strategy and creative assets, while PR provides the cultural context and emotional connection that bring the story to life.
At Coral Communications, our values align with strong, authentic marketing and PR. We are committed to helping brands grow with purpose and impact.
