Communique set to refresh XXXX

Communique PR has landed a consumer brief to revita­lise the Castlemaine XXXX lager with a light-hearted PR campaign based on the laid-back 'I don't give a XXXX' attitude.

<em>Gee Wizz, it's cold out here, mate</em>: Extra cold Castlemaine ad
Gee Wizz, it's cold out here, mate: Extra cold Castlemaine ad

Among the ideas it has ­developed is a ‘Desperate Worklives’ campaign, which aims to spring beleaguered blokes from female-dominated ­offices and give them a weekend to remember.

A ­variety of stunts would be staged in towns and cities featuring the ‘Ute’, the pick-up truck that is synonymous with the Australian Outback.

The campaign will be led by account manager Dan McMullan. Communique ­already works on Castlemaine XXXX sister brand Boddingtons.

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