On the 3rd of October 2020, Carling Black Label made head waves with the innovative Cup of Ages broadcast – a unique match stitched together using footage from all 8 Carling Black Label Cup matches between Kaizer Chiefs and Orlando Pirates. The SABC 1 exclusive broadcast saw close to 2 million viewers tune in to witness the unique match, which also had great social media engagement on the unique football game. To memorialize this innovation by Carling Black Label, the brand revealed a mural in the heart of Soweto, Orlando, Vilakazi Street.
The mural is flanked by vibrant colours on the iconic street, surrounded by art, music and, heartwarming cuisine that is uniquely South African as the much loved Carling Black Label Cup. “The Cup of Ages was a great success, thanks to all our consumers! We would like to thank our partners for supporting us in executing this, but most of all, would like to thank the Champion fans, who remain, and will always be the heart of the Carling Black Label Cup.” said Carling Black Label Brand Director, Arne Rust. “What better way to reward our Champion fans than with something that they can physically see, touch and, capture images that will last forever?” he continued. “The uptake has been incredible and as a brand, we remain committed to our consumers and innovating their strong passion point in football,” said Rust.
The reveal event of the mural was attended by campaign voices, former Kaizer Chiefs midfielder, Josta Dladla and former Orlando Pirates striker, Phumudzo Manenzhe. The former footballers unpacked the Cup of Ages broadcast as well as the importance of memorializing this innovation. “Many people do not know this but the two Soweto Giants are known for bringing people together and share so much history, similarly to Vilakazi street and Soweto in general. I cannot think of a better place to memorialize the Carling Cup of Ages.” said Dladla.
Manenzhe echoed these words “As with everything that Carling Black Label does, this mural is for the fans and I know that they will appreciate this work of art. As a high foot traffic area that tourist frequent, I am also excited for people who may not know much about football to see this mural. “said Manenzhe.