Interbrew UK is launching the first advertising campaign for its Australian beer brand, Castlemaine XXXX, since it took over the brand earlier this year, in an effort to re-establish it as a mainstream lager.
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The multi-media campaign features two Australian characters who travel the world to seek out Castlemaine XXXX in the most unusual places. “The underlying message is that Aussies go everywhere and always have a good time – with Castlemaine XXXX playing a major part in that,” said Interbrew.
The advertising is aimed at men aged 18-34 and is the spearhead of a £9m package of marketing support in 2003 to re-establish Castlemaine XXXX as a mainstream standard lager.
The campaign introduces a new strapline: “Australians are Castlemaine XXXX-ing everywhere”.
Richard Evans, marketing director of Interbrew UK, said: “The campaign has been developed to tap into a consumer ‘mindset’ identified in research by focusing on the very different attitudes to life in Australia and Britain.
“It will differentiate XXXX from other standard lagers by providing consumers with a powerful message at the appropriate time when drinkers are in a reflective mood. This is typically on a Sunday evening or Monday morning when a week at work is looming.
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By GlobalData“Research shows the contrasting lifestyles between Australia and Britain can result in a sense of envy among British men. This often leads to a re-appraisal of their life’s direction which XXXX advertising will tap into with a positive message encouraging people to ‘just do things different completely differently and have fun’.
“The ads are set in unusual locations around the world and show two Aussies interacting with the locals and their environment. This will leave the viewer pondering whether they should follow the pair’s example and do something similar with their lives.”
