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


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.


Some strategic background...

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