REVITALISING AN ICONIC BRAND
REINVIGORATING CARLING’S BRAND PURPOSE & POSITIONING
Cultural insight to explore the evolution of masculine achievement in South Africa was coupled with a thorough brand audit to identify the attributes and properties to build on. This insight ‘fuel’ inspired a cross-functional team to create refreshed and relevant purpose and brand idea: ‘Champion Men Deserve Champion Beer’.
The new positioning drove an integrated re-launch program that reversed long-term decline, including the ‘Be The Coach’ mobile activation program. This gave users a world-first opportunity to pick the players for their favourite team. Generating 20 million+ entries and winning the Best Global Marketing award.
“Reflecting on the project I am blown over. We have a mind-glowingly hot plan.”
Andrea Quaye – Marketing Director, SAB Miller