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CARLING BLACK LABEL LEADS THE PACK TO REDIFINE MASCULINITY

Carling Black Label, South Africa’s biggest beer brand among
men today challenged varying forms of masculinity through intense and purpose driven
conversation that took place at the historical Walter Sisulu Hall in Kliptown
Soweto. A panel of five bold and accomplished men from diverse industries, lead in
conversation by media veteran and powerhouse Masechaba Ndlovu took to the stage to
tackle heterogenous issues that are facing men in modern day society. The
conversation comes directly on the back of a television commercial (TVC) that was
launched in September by the beer brand which asks the question – “Be a man. What
does that mean?” by challenging the true meaning of the words ‘Bold’, ‘Brave’ and
‘Strong’.

Award winning actor and protagonist of the TVC, Pallance Dladla formed part of the
BOLD BRAVE STRONG event panel which consisted of Sports broadcaster Robert Marawa,
Internationally acclaimed comedian Donovan Goliath, Founder of Non-Profit
Organisation Father A Nation (FAN) Craig Wilkinson and vocal political analyst and
author Eusebius Mckaiser.

The day, which marked International Mens’ day which came about when in 1989, Dr.
Jerome Teelucksingh, chose 19 November to honour his father’s birthday and also to
celebrate how on that date Trinidad and Tobago’s soccer team had united the country
with their endeavours to qualify for the soccer World Cup.

Speaking at the event about the importance of a day that is dedicated solely to men,
Grant Pereira, Carling Black Label Brand director said “Hosting this event in
honuor of men was a perfect fit and a conscious decision for us as a beer brand. We
are in partnership with the Premier Soccer League and making use of a day that marks
significance for both soccer as well as men all over the world deeply resonated with
us. Sports is the worlds biggest unifier and second to that is conversation. Through
conversation, many barriers can be broken and as a result an opportunity to reshape
masculinity arises. It is not every day that men are willing to openly engage in
conversations with other men about relevant and authentic matters that lead down a
path of true self evaluation about where masculinity is going. What better way for
us as a prominent beer brand to promote positive change in the lives of our
consumers, and society as a whole than through International Mens’ Day” concluded
Pereira.

The panel conversation was extended digitally to a wider audience through Twitter
and Facebook live streaming. Streamers were afforded an opportunity to be a part of
the unfolding conversation when the panelists took on daring questions from the
digital platforms about the importance of positive role models and how to promote
positive masculinity..

The BOLD BRAVE STRONG event panel discussion allows for the gathering of various
perspectives around the true meaning of “being a man” and as a brand, Carling Black
Label is committed to rallying a new order of champions so that “our sons grow up
to be better” too.






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