In 2011 when the Carling Cup – a derby between South Africa’s biggest football rivals - first began, Carling Black Label simply let the fans choose their starting line-up. A decade later CBL has continued to go one side step further, and in 2021 we put the fans in the coach’s leather seat!

We used data such as team insights and player performance stats to turn our FANS into COACHES! Using POV techniques in our TVC and personalized at scale Social Media content we put our audience into the coach’s seat.