Castlemaine XXXX Lager: The role of advertising in building a profitable new brand - IPA Effectiveness Awards Case Study 1986

Brief Description: Paper covers the initial launch in Yorkshire and Central TV areas in 1984 and describes the development of the brand and campaign theme. Resulting sales exceeded expectations. Contribution of advertising could be calculated by a comparison with areas which took the product launch but without the support. Monitoring showed that advertising was completely responsible for the XXXX'S image strength. ;---(TAGS)--- Full Title: Castlemaine XXXX lager - the role of advertising in building a profitable new brand ; Number: 1986/25 ; Brand Name: Castlemaine XXXX ; Client: Allied Breweries ; IPA_ProductCoding: Drink (Beer/lager/ale) ; Drink (Alcoholic drinks - all) ; Agency: Saatchi & Saatchi Compton ; Author: Chris Baker ;