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Case Study
1.
Carlsberg Tetley - Castlemaine
Ben Cliffe, Account Planning Group - (UK), Creative Planning Awards, 1999
Campaign in 1998-9 by Saatchi & Saatchi for Castlemaine XXXX lager. Brand was declining. Medium: TV.

Summary | Full Text | More Like This
Award-winning case study
2.
Castlemaine XXXX Lager - The Role of Advertising in Building a Profitable New Brand
Chris Baker, Institute of Practitioners in Advertising, IPA Effectiveness Awards, 1986
Describes the initial launch of Castlemaine XXXX in Yorkshire and Central TV areas in 1984. Market analysis: need for a new lager, to counter the Australian image of Fosters, strong enough not to cann ...

Summary | Full Text | More Like This


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