Agency: FCO | Author: 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...