Carling Black Label was launched in South Africa in 1966 as “America’s Lusty, Lively Beer”. Its communication focused on masculinity, strong will, character and on a determined work ethic. The Carling drinker is a man’s man, he does a tough job and at the end of the day takes the reward of his choosing – Carling Black Label. The fact that the brand has continued to succeed bears testimony to its ability to stay in close touch with the changing needs of its consumers, and to evolve to mirror them.
