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...