CASE STUDY – XXXX Gold
Challenge: Taking XXXX Gold from a regional curiosity in 1998, to Australia’s #1 selling brand in 2015
WHAT MATTERS TO PEOPLE?
Men feel conflicted as to tahe changing expectations of their role
WHAT DOES THIS MEAN?
A permissible ‘freedom from responsibility’ is highly aspirational
WHAT TO DO ABOUT IT?
@ 3.5% ABV.. XXXX Gold = ‘The Good Life’.
And a campaign that ran for over a decade