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Castlemaine XXXX Lager: The role of advertising in building a profitable new brand
Castlemaine XXXX Lager: The role of advertising in building a profitable new brand
Castlemaine XXXX Lager: The role of advertising in building a profitable new brand
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.