NEWS: O&M adds Kaliber relaunch to its Guinness portfolio

Ogilvy and Mather has landed the task of relaunching the Guinness alcohol-free lager, Kaliber, only weeks after Euro RSCG Wnek Gosper resigned the brand.

Ogilvy and Mather has landed the task of relaunching the Guinness

alcohol-free lager, Kaliber, only weeks after Euro RSCG Wnek Gosper

resigned the brand.



Guinness has been working on a new formula for Kaliber over the past few

months. The brewer is expected to introduce the new product to consumers

early next year, backed by a heavyweight television campaign. The total

media spend could be as much as pounds 5 million.



Julian Spooner, the marketing director of Guinness Brewing GB, said: ‘We

wanted to act quickly after the departure of Euro RSCG. Kaliber is a

very important part of our portfolio and a market leader, so it was

right to find a replacement sooner rather than later.



‘O&M has always produced high-quality work for us so we felt that it was

appropriate to give O&M the Kaliber work.’



Tom Bury, O&M’s managing director, added: ‘We are very pleased to have

the brand. It’s a huge vote of confidence in our recent work for Draught

Guinness.’



O&M now handles three Guinness brands - Kaliber, Draught Guinness and

Guinness Bitter. Meanwhile, Guinness’s second roster agency, Publicis,

handles Enigma, Harp and the Irish beer, Kilkenny.



Kaliber is best known for its long-running TV and print campaigns

starring the comedian, Billy Connolly.



In 1994, the lager hit the headlines when Euro RSCG unveiled a cheeky

parody of TBWA’s ‘hello boys’ Wonderbra campaign with a poster showing

Connolly holding two cans of lager at chest height and the copyline,

‘hello girls’.



Euro RSCG severed its relationship with Guinness last month (Campaign,

10 May), following the brewer’s controversial decision to hand over the

agency’s pounds 5 million Kilkenny business to Publicis just weeks

before the launch of the beer.