Carlsberg Tetley – Calders

Ben Cliffe

Campaign in 1999 by Saatchi & Saatchi to relaunch Calder's Premium Cream Beer. Medium: press.
Agency: Saatchi & SaatchiAuthor: Ben Cliffe

Calder's Premium Cream Beer: 'The Sensual Art of Beer Drinking'

MARKET BACKGROUND

Calder's was launched in 1996 as CarlsbergTetley's competitor in the alluringly titled PNKA ('Premium NitroKeg Ale') sector. The market had been created two years earlier by Caffrey's, and the category appeared to hold promise consumer interest in the Caffrey's product had been high, and with good advertising support and distribution muscle, the brand had grown rapidly.

Calder's, however, struggled to get distribution without the benefit of a tied estate, though still managed to establish itself as a solid number...

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