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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 ...

The Kaliber brand of no-alcohol lager was successfully launched in 1985. This paper charts its progress through two fundamental strategic shifts, the first in 1989 to counter competitive threat, the s ...

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 ...