Carlton & United Breweries - Pure Blonde's Brewtopia

Since its launch in 2004, Foster’s Pure Blond had enjoyed steady organic growth with limited marketing promotion, other than focused sales support.

Carlton & United Breweries – Pure Blonde's Brewtopia

Agency: Clemenger BBDO Melbourne

EXECUTIVE SUMMARY

'Anticipative marketing is more risky than responsive marketing; companies may come into the market too early or too late, or even be totally wrong about thinking that such a market would develop.' – Philip Kotler

Pure Blonde is a story of a brand that didn't commit too early or late but in 18 months undertook a campaign to establish brand leadership in a new beer segment, overcoming longstanding prejudices and stereotypes many so-called 'better for you' beers have fallen foul of in the past.

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