Be a Champion T

awards. With their current “Be The Coach” campaign, Carling Black Label is staying innovative and engaged with their consumers while repositioning the brand. Affectionately called the ‘Zamalek’ by those who drink it, Carling Black Label remains a true champion in its field. Carling Black Label is steering their

hey are the most awarded Beer Brand in South Africa, having received numerous local and international

brand’s proposition around the masculine spirit as everyday champions. Masculine spirit is a strong driver in the beer category. “Our advertising and all our campaigns build on that. It is one of the brands that have stayed truest to its proposition over the years. In the 70s it used to be the cowboys in the USA followed by the workers here in South Africa. Now we are targeting champion men based on an understanding of the South African man. This man has evolved over time. Before apartheid masculinity was all about putting your body on the line, showing your strength. Now strength isn’t everything. The focus is more on brains. Now the brand is competing with status-

orientated brands. So, for a brand to still validate masculinity without validating the things you can buy with masculinity is really a big challenge. Carling Black Label has managed to do this with our champion campaign.” The “Be The Coach” campaign has seen

Guided by General Manager Andrea Quaye, Carling Black Label continues to lead the pack in the SAB Miller Beer category.

26 Management Today | August 2011

Carling Black Label Cup in front of 76,626 fans, winning on penalties, the game having finished 0-0 after 90 minutes. Carling Black Label is involving

Dutch soccer legend Ruud Gullit. Says Andrea: “We looked through a whole list of potential coaches and we wanted someone who had a strong track record

over 11 million consumers voting for the starting line-ups in the Kaizer Chiefs and Orlando Pirates teams for the monumental match which was played at Soccer City on the 30th

July 2011. The Pirates took the