Carlsberg-Tetley drops its original XXXX ads
Carlsberg-Tetley is dropping one of the UK’s best-known lager advertising campaigns for the relaunch of Castlemaine XXXX standard lager.
The brewer is ditching the “Australians wouldn’t give a XXXX for any other lager” ads for Castlemaine in favour of a new campaign which breaks in the summer.
The new ads, through Saatchi & Saatchi, will be based on a series of humorous situations using the strapline “As Fresh as XXXX,” though it is understood they will keep the brand’s Australian imagery.
The original ads were created for the launch of the product 12 years ago through Saatchi. C-T admits Castlemaine’s growth has slowed in recent years. The company says: “As consumer attitudes change, we have to change our strategy. We need to maintain a young, up-to-date image.”
The brand was developed by former C-T marketing director Liz Morgan, who left last year.
The new advertising is part of a marketing review across all brands at C-T. Carlsberg lager has been relaunched, and the company is planning to do the same with Tetley ale.
It is understood the Castlemaine XXXX ad budget will be boosted for the new campaign. It has fallen in recent years in line with the rest of C-T’s ad budget. Last year, Castlemaine spent just 1.25m, according to Register-MEAL.
Sainsbury’s new branding campaign uses a variety of couples in domestic situations to push its message ‘Special food at everyday prices’. It is the first new TV campaign produced under the aegis of marketing director Kevin McCarten, and highlights different couples talking about food shopping. The ad, which breaks on Thursday, was created by Abbott Mead Vickers.BBDO.
