Carling Black Label: Be the coach

This campaign for Carling Black Label (CBL), the lager brand, reversed a three-year sales decline in South Africa through an innovative approach to its sponsorship of the soccer Charity Cup.

Carling Black Label: Be the coach

Ogilvy & Mather Cape Town

Advertiser: South African BreweriesBrand: Carling Black LabelCountry: South Africa

Objectives

Business objective

  • Grow Carling Black Label market share during the campaign period as part of a bigger business imperative of arresting a sales decline since 2007.

Marketing objectives

  • Build on the positioning platform of 'Champion Men Deserve Champion Beer' and the brand strategy of 'making ordinary men feel like Champions'.
  • Create a major, differentiated intervention in the target market which deepens brand engagement and drives volume.

Strategy

Some strategic background...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands