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Carlsberg-Tetley (C-T) is relaunching its Castlemaine XXXX brand

with a pounds 5m television campaign, and an overhaul of can design and

packaging.

C-T is bringing back the ’Australians wouldn’t give an XXXX for anything

else’ strapline.

This was ditched for Saatchi & Saatchi’s last campaign in 1996, which

used ’Fresh as XXXX’ to position Castlemaine as the most refreshing

lager in the market. Castlemaine has not been advertised on television

for three years.

The ads, through Saatchi & Saatchi, break on July 2.