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Case Study
1.
Kaliber: Making Alcohol No Joke
Andrew Crosthwaite, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1992
Describes the launch, rise, fall and resurrection of Kaliber, an alcohol-free lager from Guinness. Launched in 1985 in Anglia region with TV bursts: tracking (Mass Observation) showed rapid results on ...

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