Brand revitalisation: Carling Black Label (South Africa)

Re-launch positioning and with and action plan based on a more contemporary expression of masculinity: remembering and refreshing what made the South Africa's leading beer brand famous.

RESULT
Totally revamped mix including a world-first in brand activation: over 2million votes cast to pick the teams for The Carling Cup: a local derby between SA's two top soccer teams. Long-term sales decline slowed, brand now moving back into growth.

"I have been reflecting on the project, and I am blown over. We now have a mind-glowingly hot plan." Andrea Quaye, General Manager.