CARLING BLACK LABEL RALLIES A NEW ORDER OF CHAMPIONS, BY QUESTIONING WHAT IT MEANS TO BE A MAN.
Carling Black Label, South Africa’s most loved beer brand, is driven by the purpose to empower and rally a new order of Champions. In the support of this purpose, the brand launched today a new advert across all major television stations and social media platforms, which asks the question – “What does it mean to be a man?”
The protagonist of the commercial, played by well-known TV actor, Pallance Dladla, questions what it means to ‘be a man’ by challenging the true meaning of the words ‘bold’, ‘brave’ and ‘strong’.
The content piece serves as a platform to create conversation, and empower men and women to engage in constructive dialogue relating to the notion of ‘being a man.’ The work forms part of Carling Black Label’s role in shaping masculinity in culture.
The journey to evolve the brand purpose commenced in November 2017 with the launch of the #NOEXCUSE movement against gender based violence. The #NOEXCUSE movement seeks to equip South African men and women with the tools to eradicate gender based violence. The movement has gained momentum in 2018 off the back of three successful activities, Soccer Songs of Change, IsiZathu radio series, and the Champions for Change program.
“In redefining the brand’s purpose, we have taken a conscious decision to leverage the power of Carling Black Label as South Africa’s largest beer to promote positive change in the lives’ of our consumers, and society as a whole. The ‘Brave Bold Strong’ content piece seeks to create positive dialogue in society,” said Grant Pereira, Carling Black Label Brand Director.
In October, men and women will have an opportunity to engage with the idea in a round table discussion to gather various perspectives around the true meaning of “being a man”.
“We are committed to equip men and women with the right tools and platforms to fulfil a positive role in their communities,” added Grant Pereira.
The content piece will air on all major television stations and social media networks from the 12th of September 2018. To get involved, follow the conversation on Twitter using the hashtag #BraveBoldStrong.
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