With the beer market in decline, Carling Black Label's position as brand leader was under threat. Volume sales were in decline and brand perceptions were weak in comparison to its rivals. Objective: to change consumer perceptions of the brand, enhance consumer preference and increase distribution and sales. A fresh strategy was required - 'I bet he drinks Carling Black Label'. Media: TV and posters. Evaluation: Sales increase (both on-trade and off-trade), change in consumer preference and brand attributes.