Carling Black Label recognises Champion fathers


South Africa’s Champion beer Carling Black Label is on a mission to honour the most inspirational father figures in our society and the beer brand is doing it on a big scale for all to see.

This Father’s Day, the brand will launch its #ChampionFathers campaign that honours father figures from across Mzansi and these men will be recognised on the biggest piece of advertising space there is – billboards!

Carling Black Label believes in empowering, recognizing and rewarding Champions. This year, the brand wants to recognize the biggest champions of them all; the men who serve communities, and mentor the next generation.

Therefore, Carling is giving consumers a once-in-a-lifetime opportunity to recognize and reward their Champion Fathers by having their name, along with a personalized message, displayed on a major billboard.

The brand wants everyone to join them in honouring fathers, including those who have assumed a father figure role for children who may not be biologically theirs; men who have stepped up in communities  to raise and nurture future Champions; as well as men who acquired this role from a position of influence in society.

This Father’s Day, Carling Black Label raises a glass to the men who have fathered in the classroom, on the sports field, at work and in their communities. These are the teachers, coaches, mentors; adoptive fathers, uncles, brothers, and grandfathers who have taken this responsibility.

“This year’s Father’s Day celebrations fall within a myriad of social upheaval and never has it been more pertinent, for strong willed men to rise to the fore and raise their voices against the ills of society. And as Carling Black Label, we would like to honour  the men who have been doing so without being asked to. We honour the champion men who do right besides those around them,” said Carling Black Label Brand Director Arne Rust.

To nominate their father figure, consumers can do so on social media by sharing a message to their father figure using the hashtag #ChampionFathers. The messages posted online will then stand a chance to be displayed on a billboard for their father figure and the world to see.

Each message must stick to a 280-character limit in order to qualify for the competition and can be shared in one of two ways:

Entrants can use their creativity for the first entry mechanic as they write their message to their father figure on any material they wish, be it on a piece of cardboard, paper, or any other material.

Participants must then take a picture or video of themselves holding up the sign and use the #ChampionFathers hashtag. Videos must be 30 seconds in length and shot in portrait mode with them expanding on the 280-character message that is displayed on the board.

The second way to honour your Champion Father is to send a sms detailing who you wish to nominate and why so that they can be recognized for all that they have done for you.

Carling Black Label will then ensure that a select number of voice notes are played on SABC radio stations – Metro FM, Umhlobo Wenene and Ukhozi FM on Father’s Day. The selected father figures will also be called live on air to receive their recognition message LIVE on air.

Both written and voice note submissions will be selected to feature on one of Carling Black Label’s Father’s Day billboards.

Who will your Champion Father be and will we see their name on our nation’s biggest billboards? Will their name reverberate on our radio airwaves and will their faces inspire us on social media? It is all up to you to make sure that South Africa recognises your Champion Father.

For more information check out or follow the official social media pages:

Facebook: CarlingBlackLabelSA

Twitter: @blacklabelsa

Instagram: carlingblacklabel

Press Release 

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