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By Emma Njoku
Castle Lite, a flagship premium beer brand of International Breweries Plc (IBPLC), has unveiled the Castle Lite unlocks “The Cream Experience,” a bold platform celebrating music, culture and premium entertainment.
Bringing the ‘Castle Lite Unlocks’ platform to life, Nigerian music icon, D’Banj, headlined the Lagos edition this month, April, delivering an electrifying performance that brought a full day of music, culture and premium entertainment to a memorable close.
The highly anticipated event drew thousands of fans and music enthusiasts, positioning D’Banj at the centre of an unforgettable showcase powered by Castle Lite. Supported by a lineup of top DJs and performers, the experience transformed Lagos into a high-energy hub of sound, style and innovation.
From the moment gates opened, guests were immersed in Castle Lite’s signature “Extra Cold” world, featuring sub-zero temperature zones, interactive gaming hubs and urban lifestyle showcases that brought the brand’s identity to life in bold and engaging ways.
The highlight of the event was D’Banj’s performance, as he delivered a career-spanning set filled with fan-favourite hits, commanding the stage with his trademark energy and showmanship, while the crowd responded with excitement throughout.
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The April 3 activation followed a series of curated build-up moments, including an exclusive “Evening with D’Banj,” where select fans and influencers engaged the headline act in a more intimate setting, amplifying anticipation ahead of the main event.
Reflecting on the activation’s success, Oluwatoyin Ogunjimi, Marketing Manager, Castle Lite Nigeria, said: “Castle Lite Unlocks is about bringing music, lifestyle and innovation together in a way that feels fresh and engaging. Through the Unlocks platform and our collaboration with D’Banj, we created an experience that truly connected with our audience.”
Marketing Director at IBPlc, Bamise Oyegbami, added: “The Castle Lite Unlocks experience is more than a concert; it continues to showcase Castle Lite as a leader in premium, culture-driven experiences, delivering world-class entertainment for Nigerian consumers.
“Today’s vibrant turnout reinforces Castle Lite’s position as the benchmark for ‘Extra Cold’ entertainment. Castle Lite has again solidified its position as the brand that brings the coolest music, lifestyle and beer experiences to Nigeria.
“Through the Castle Lite Unlocks platform, the brand sets a new benchmark for experiential activations in the country.
IBPlc is a proud member of AB InBev, the world’s largest brewer renowned for its commitment to refreshment, innovation and vibrant lifestyle experiences.”
