REDEFINE A PREMIUM BEER AS A SINGLE MALT
Supremely Smooth Taste…
SAB identified an opportunity to redefine premium beer in South Africa by leveraging a truly unique intrinsic, a single variety of malted barley. This would give the aspirational middle class a genuine reason to trade up from Black Label and signify their success and peer status.
Building on a ‘Contemporary Masculinity’ positioning this was brought to life by delivering both style and substance. Building on the masculinity of Black Label we enhanced the achievement and premiumness using whisky language cues combined with those of fine tailoring in discerning fashion and lifestyle brands.
GIVING SMOOTH TASTE A PURPOSE
a New Brand World……
To exaggerate any ‘quality’ one needs to demonstrate it in comparison to its opposite. The rich texture of the pack design provided an element against which to offset extreme smoothness – graphically, ergonomically, physically and visually to give ‘smooth’ an outcome, a purpose, a function beyond the single malt intrinsic.
Carling Blue Label / Client: S.A.Breweries / Agency: Berge Farrell