Castlemaine XXXX is launching a press campaign to highlight its relationship with Rugby League.
A dramatic image plays on the physical challenges of the game in a campaign running in newspapers for the next three months.
The ad features a close-up picture of a rugby player’s face with four stitches above his eye marked out as ‘XXXX’, with the accompanying message: XXXX The Official Beer of Rugby League.
“The campaign uses the brand’s typical humour to make its point,” said Phil Rumbol, marketing director at InBev UK.