XXXX gets blokey revamp

19 June, 2007

InBev UK has rebranded Castlemaine XXXX with a new strapline – thank XXXX for that – designed to appeal to "chilled-out blokes".

Individual 44cl and 50cl cans, 27.5cl bottles and multipacks will carry tongue-in-cheek statements about the brand, such as “great for barbies not poncey dinner parties” and “great tasting without shoving a lime in it”. The messages will vary in response to changing seasons and topical events.

InBev will promote the launch with a national sampling campaign later this summer.

Senior brand manager Cormac van den Hoofdakker said: “The new on-pack messages sum up the laid-back Aussie approach to life that XXXX, which has its roots in Queensland, shares.

“This approach to pack design will ensure the brand really stands out from the other lagers and makes an impact with young adult men who are browsing the fixture looking for a beer to share with mates, and the sentiments featured on the packs will strike a chord with these drinkers.”

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