Carling Black Label: Be the coach

Ogilvy & Mather Cape Town

Advertiser: South African Breweries
Brand: Carling Black Label
Country: 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

The Carling Black Label (CBL) brand in South Africa is owned by SAB Pty Ltd (wholly owned by SABMiller). The rollercoaster ride of CBL in the SA marketplace is something of local business legend.