Namibia, home to an estimated population of 2.6 million people, with 644 000 are active Facebook users, making about 24.4% of the entire population. This helped us identify the optimum platform to pull off the best digital prank this of the tropics.

Namibians love their beer, and most individuals are fiercely loyal to the many brands on offer within the market. Carling Black Label is one such brand. Affectionately known as ‘Zamalek’ in Namibia and across the region, Carling Black Label is a product, under the Anheuser-Busch InBev portfolio of brands.

Carling Black Label’s positioning is “Champion Beer, for Champion Men”, and it is because of this positioning that the brand strongly cemented itself within the market.

Targeting hardworking, industrious and active worker.This campaign, launched on 1 April 2019, served to shake their comfort zones, whilst creating nationwide engagement.

The scene for the April Fool’s campaign focused on not only playing a prank on avid followers and consumers of the brand but also to assess brand loyalty and how far individuals are willing to defend their brand and what it offers. By “introducing a new flavor” of Carling Black Label, the scene was set to see who would bite and take the post as gospel truth or who would notice that it was an April Fool’s joke.

Project

Social Media Marketing 

Client

Carling Black Label

What We Did

Digital, Social Media Marketing 

Project Stats

1000000
Record reach
1700000
Organic Impressions

After the reveal that it was merely an April Fool’s joke, consumers still insisted on getting the grape flavor into production. Ongoing conversation and Carling Black Label providing the platform, it was easy to deduce that beer consumption, even in an environment like Namibia, is serious business.