Cave men sell beer

The television campaign comprises three commercials depicting cave-men in various social situations, suddenly joined by an evolved 21st century man drinking a Sterling Light - the tagline message alluding to the evolved status of the low alcohol Sterling Light drinker .

The TV spots were supported by a viral spoof dubbed Babewatch 2000 AD which was distributed across the web and a Cave Man exhibition activation staged at the National Zoological Gardens in Tshwane.

Reinders says: "We have made extensive use of PR in this campaign in support of the commercials. The spots and the accompanying supporting PR activations, aimed to reposition the beer and make lightness accessible to your average beer drinker through humour and lateral positioning."

Reinders notes that sales volumes have substantially increased: "It is encouraging when a campaign works and its success bodes well for Sterling Light's planned dominance in the light beer category. The message, positioning and brand has successfully communicated and reinforced Sterling Light's leadership in the light beer sector."