Background
Black Label has always been a “manly” drink. From its first rebranding days, Carling Black Label was the “Champion’s Beer”, targeted at all blue collar workers. Then later on changed it strategy to suit all men. 

However, due to social norms, woman don’t necessarily drink Black Label, in fear of being stigmatized. 

In a conversation I had with my friend, she highlighted how the Black Label brand is so masculine. 

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Idea
Since Black Label has such a masculine brand identity, thus excluding anyone who identifies as a woman or non-binary, I thought of an advert that would change the Black Label brand tone and make people that love Black Label but don’t identify as masculine, feel like they are also included.

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Pay Off Line
 “For Everyman!”