Kaliber: Making Alcohol No Joke
Case study looks at the history of the product since its launch in 1985 in Anglia and nationally in 1986 with Billy Connolly TV campaign. Declined in 1988-89 with the launch of a number of competitors like Tennents and Swan Light who served draught as well as in bottles. Research showed product needed to establish a clearer identity, as the only no-alcohol beer (NAB) as opposed to low-alcohol competitors. TV supported by national and trade press, development of Billy Connolly campaign is described. Decline was halted with an increase in 1990. Research showed effect on awareness of both Kaliber and NAB concept. Within six years had established itself as an important brand within the market.