with Carling Black Label
but we also wanted someone who people could relate to. And he came out tops. He is very down to earth and I think he seems to match the values of the brand.” But it does not stop there. The campaign includes a 5-year soccer coach development plan involving SAFA that plans to develop 180 soccer coaches in South Africa. Management Today magazine met up with Andrea Quaye recently and discussed some of the organisational and personal attributes underlying this success. “Carling Black Label was the
In the 70’s it used to be the cowboys in the USA followed by the workers here in South Africa. Now we are targeting champion men.
first company to support soccer in the early 80s when it wasn’t fashionable. We have a long history of involvement with soccer in South Africa. There are a few unique key success factors. One of them is a trust relationship with SAFA and soccer clubs and I think the other thing is scale. I don’t think a small brand can do this kind of thing. You need a big brand that everyone has access to and that everyone can participate with.” And keep a watchful eye
on your competitors! Carling Black Label utilises data from The Nielsen Company and they monitor competitor advertisement campaigns. Sales staff in the trade give formal feedback on other competitor activities. “Our strong belief is that it’s not about going out and fighting competitors; it’s about making ourselves stronger and winning the hearts of the consumers with that. That is our challenge and I think it keeps us focused and stops us doing things that don’t make sense.” Andrea describes the
Carling Black Label culture as one of high performance where results count. “Not what you say, or how you say it, but what you deliver”. On asked where the idea for “Be The Coach” came from, she said: “You know I am so proud to say that I can’t tell you exactly, because this has been an idea that has been built upon with many different people. Another great source was from our
August 2011 | Management Today 27
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