Lion Nathan Australia - Good as gold: How a long-term strategy about four mates and a dog paid big for XXXX Gold

This case study details a six-year campaign (2000-06) for XXXX Gold mid-strength beer in Queensland. During this period, the beer market was declining, and the brand faced competition especially from CUB Carlton.

Lion Nathan Australia – Good as gold: How a long-term strategy about four mates and a dog paid big for XXXX Gold

Agency

BMF

Fabio Buresti            AuthorJeremy Nicholas       Strategic Planning DirectorWarren Brown          Executive Creative DirectorLisa Ramsey             Group Account Director

Client

Lion Nathan Australia

Paul Foster              Marketing Director Mainstream BrandsAndrew Coates        Marketing Manager XXXX

Objective:

Defend XXXX GOLD's position as the number one selling brand in Queensland while accelerating its growth and maintaining a price premium over the competition.

Results:

Retail value of advertising contribution was $423 million, which is 28 times the advertising investment.Contributed 27%...

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