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2016 Showcase: Carling Black Label


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Spotlight on Innovation

Bronze Award

Carling Black Label Cup Campaign

Production Date

March 2015

Retail Environment

These props were placed in outlets of various classes of trade throughout South Africa.

How Fishwicks Achieved the Clients Marketing Objective

The objective of this campaign was to increase awareness of the Carling Cup which is an annual soccer event.  The focus for SAB’s Carling Black Label brand team was a campaign that drove home the fact that Carling Black Label has been the proud sponsor of the cup for the past 5 years.

Fishwicks developed a number of elements which were used in trade to bring to life the Carling Cup Campaign. 

These included:

(1) The Trophy - being the visual focal point across all communication allowed us to develop a prop that became the centre piece of displays in trade. 

(2) A life sized ball prop which was produced from only paper and board. 

(3) The logo prop was a representation of the teams participating in the cup (Kaizer Chiefs and Pirates)

(4) The FSU was developed to stock product and to give a 3D perspective of the stadium and teams within. All units were displayed in-store with product being displayed around it.

Materials and Construction Processes Used in Manufacturing

Paper and board materials printed in 4 process colours.

Media Tie-in

This was part of a campaign that incorporated print, TV and other POS to increase brand awareness and association to a very well known annual event.