Agency: Saatchi & Saatchi | Author: Ben Cliffe |
"Putting the xxxx! Back Into Castlemaine XXXX"
BACKGROUND
This is the story of the re-working of an advertising 'classic'. Castlemaine XXXX was one of the most successful brand launches ever, and produced some of the most popular advertising ever to be talked about in the pub. The advertising established a loyal following amongst consumers and the trade alike enabling it to compete for distribution against brands with much bigger clout. It won creative awards in every media, and an IPA effectiveness award. Certain executions were recalled by consumers years after they...