SAB’s holding company ABInBev has made history by being the first company to ever win the prestigious Cannes Lions Creative Marketer of the Year award for two consecutive years. SAB’s own Carling Black Label has made a meaningful contribution to this achievement by being recognised at Cannes Lions for its #NoExcuse platform.
The 2023 announcement comes off the back of the 2022 Creative Marketer of the Year title awarded to AB InBev at the Cannes Lions International Festival of Creativity.
Zoleka Lisa, VP of Corporate Affairs at SAB says, “What we’re most proud of, is that we have been recognised for our cause-based creativity. Not only is this an important win for the company, but it also represents an evolution in beer marketing in which we champion responsibility, anchoring brands that operate with a deeper purpose, and shine a spotlight on societal issues.”
The #NoExcuse campaign lauded for its ingenuity and responsible marketing is both an outcome of Carling Black Label’s brand purpose and SAB’s commitment to responsible marketing through its SAB Sharp platform. The brewer is committed to using the power of its brands to accelerate positive change in harmful consumption behaviours.
SAB Sharp has a regulatory council called The Collective comprising of professionals and experts across creative, communications and legal fraternities which audits all creative communication to ensure it meets the letter and the spirit of responsible marketing communication regulations.
The winning Carling Black Label entry showcased how the brand is solving societal challenges including GBV. It calls on men to become a champion for change in a country with an increasing problem.
SAB in turn keeps women top of mind by partnering with the Department of Social Development to rollout GBV centres in hotspot areas identified across the country. SAB has committed to launching 10 centres across the country by 2025. These places of refuge offer much-needed support to victims of GBV.
Lisa adds, “Through these, and other initiatives, SAB is committed to responsible marketing and through innovative creative campaigns we are reimagining what a beer company stands for. This award speaks to the actualisation of our dream – which is to see the citizens of South Africa embrace responsibility in alcohol consumption.”
Vaughan Croeser, SAB Vice President for Marketing said, “It is truly such an inspiring moment for us at SAB, as this award is a symbol of international achievement. It has also confirmed that our marketing and communications strategy is world class, competing and winning at the highest global level. Now that we’ve had a taste of success for the second consecutive year, we will work hard for a hat trick in 2024.”