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

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Email: info@bbutter.com.au