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.
Finalist
