C-T to take on Foster’s with 6m XXXX relaunch

Carlsberg-Tetley is expected to relaunch Castlemaine XXXX this summer with a 6m campaign to take on rival Aussie lager Foster’s.

Industry sources suggest the new campaign for the once high profile Castlemaine may return to the brand’s original and still famous tagline: “Australians wouldn’t give a XXXX for anything else.” The tagline was replaced in 1996 after 12 years with a new one that read: “Fresh as a XXXX.”

Carlsberg-Tetley marketing director Doug Clydesdale will not confirm or deny the relaunch.

He says: “The only thing I would say is that within the mix XXXX is strategically important.

“It is being reviewed as part of our brand planning process. There is nothing coming up in the immediate future.”

However, Carslberg-Tetley has been systematically reworking its brands. Last year Carlsberg, Carlsberg Export and Tetley’s all featured in campaigns worth 3m, 10m and 6m respectively.

According to a survey by research company BMRB, Castlemaine had 6.8 per cent of the lager market in 1993, but that was down to 3.6 per cent last year.

By contrast, Scottish Courage’s competing Australian brand Foster’s, is growing at a rate of ten per cent a year, according to the company’s most recent results.

A new campaign for Foster’s was launched recently through M&C Saatchi using the tagline: “He who drinks Australian, thinks Australian.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here