Connecting champions with Carling Black Label

Brand specialist agency Mann Made Media and South Africa’s most awarded beer, Carling Black Label, joined forces with South African men to form a team of champions through an interactive Carling Black Label taste challenge activations campaign that broke all targets and reached almost 20 000 consumers.

Building up to the third annual Carling Black Label Cup clash between Kaizer Chiefs and Orlando Pirates on match day, the activation mechanic allowed South African sports fanatics to represent their favourite team and compete against one another in successfully identifying the award-winning champion beer in a blind taste test at taverns across the country.

“The Carling Black Label Cup leverages a unique insight of fans wanting to ‘be the coach’ and we are glad to have empowered them and given them a voice for the game of soccer. The approach from Mann Made Media to driving engagement at the moment of truth was unbelievable,” said SAB’s Carling Black Label General Manager, Vijay Govindsamy.

Mann Made Media led 175 activations nationwide in May, June and July 2013, reaching almost 20 000 people through a unique approach involving an online app offering live reporting features – with each team being provided an iPad to facilitate the ability to login and keep track of the scores at any time and from any location.

“The Carling Cup is the one of the most innovative and unique campaigns in South Africa and we were so proud to be a part of it and work with South Africa’s best-tasting and most loved beer brand, Carling Black Label,” said Mann Made Media executive producer, Mic Mann.

“The synergy between a champion brand team and an agency with the creative edge and logistical on-the-ground experience led us to a hugely successful result.”