Castlemaine XXXX Lager - The Role of Advertising in Building a Profitable New Brand

Chris Baker

Describes the initial launch of Castlemaine XXXX in Yorkshire and Central TV areas in 1984. Market analysis: need for a new lager, to counter the Australian image of Fosters, strong enough not to cannibalise other brands.
Agency: Saatchi & Saatchi ComptonAuthor: Chris Baker

Castlemaine XXXX Lager – The Role of Advertising in Building a Profitable New Brand

INTRODUCTION

This paper charts the first phase of the launch of a major new brand into the growing and highly competitive UK lager market. Castlemaine XXXX first went on sale on draught in the Yorkshire and Central TV areas in May 1984. XXXX is now available nationally (from May 1986), but we shall concentrate on these initial launch areas where a full two-year run of data are available.

The main points we shall make relate...

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