Kaliber: 'Hello Hello' - The story of a unique poster event

Andrew Crosthwaite

The Kaliber 'Hello Girls' poster campaign. Describes the launch and development of the no alcohol lager market during the 1980s: in 1987-9 Kaliber's share began to fall, under attack from low alcohol beers; aggressive 1989-90 campaign by Guinness fought back against this competition, and by 1993 share had been regained.
Agency: Euro RSCG Wnek GosperAuthor: Andrew Crosthwaite

Kaliber: 'Hello Hello' - The story of a unique poster event

INTRODUCTION

This paper charts the success of the Kaliber 'Hello Girls' poster, which began life as a pair of sites outside Guinness's headquarters and then developed into a national campaign reversing a downturn in sales.

It was the first time since the launch ten years previously that the brand had been on posters, and not television, a situation imposed on it by budgetary pressure.

Ironically, although the budget level was a fraction of that previously spent on...

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