South African Breweries

Carling Black Label National Summer Campaign

Service

Conceptualize, Design & Art Direction.

Client

34 Degrees (Agency)

Year

2014

Challenge


Carling Black Label lost share and volume over Christmas holiday period because committed consumers were trading out to more premium brands.

Consumer Insight


"I work hard all year to provide for myself and my family and i want to be able to have something to show for it, but i don’t…"

This is directly in line with the brand narrative of "The Champion Man Earning, Achieving And Collecting His Reward.".

Idea


At the end of the year, the Carling man has earned and deserves his reward! But its more than just an ice cold Carling, it's the first CRM campaign in SAB at the time. It's Carling Black Label Rewards.

 

 

Results


Over 10 000 000 enties
Finalist at the 2014 Apex Awards for integrated campaigns.

apex.jpg

Finalist