This competition is the largest annual beer awards in the world with entries from 40 countries. Carling Black Label was also recently voted as South Africa's favourite beer after claiming first place in the beer category in the coveted 2010 Sunday Times Top Brands Awards.
"Black Label is rare in that it appeals to a wide range of palates and demographics," says Andrea Quaye, Carling Black Label general manager.
"We commissioned research to evolve the brand in line with the changing South African man who is complex and expresses himself in many different ways. Masculinity is more nuanced today and Carling is continually evolving to reflect this societal change," she says.
The TV campaign, for example, includes a broader scope of champions and winners. It shows men using their hands to show skill when rearing a young stallion, bravery when saving a person's life in a deep-sea rescue operation, passion when playing music and pride when playing sport. This ad was closely followed by the Champion Taste TV campaign. Champion footballer and coach Ruud Gullit - a legend who has been connected to AC Milan, Chelsea FC and LA Galaxy - is the perfect fit for the new Carling Black Label television ad, which highlights the champion coach's ability to identify a champion beer.
