Carling Black Label: Be the coach
Ogilvy & Mather Cape Town
Advertiser: South African BreweriesBrand: Carling Black LabelCountry: South Africa
Objectives
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.
Strategy
Some strategic background...