Kaliber: Making Alcohol No Joke

Describes the launch, rise, fall and resurrection of Kaliber, an alcohol-free lager from Guinness. Launched in 1985 in Anglia region with TV bursts: tracking (Mass Observation) showed rapid results on awareness, trial and image.
Agency: FCOAuthor: Andrew Crosthwaite

Kaliber: Making alcohol no joke

INTRODUCTION

This case history charts the progress of a brand from launch. It shows how Kaliber moved from test market to brand leadership. How it lost impetus and fell back in a highly competitive market. How an aggressive advertising solution helped it regain volume and share. And finally, how the brand has flourished as the sector itself has faded.

THE ALCOHOL-FREE BEER MARKET IN THE UK

This market was established by Barbican, launched in 1980 by Britvic.

Although achieving an estimated trial of 12% of beer...

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