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Mr Fourex
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Castlemaine XXXX's mascot is Mr Fourex - a jovial cartoon man in a suit with a boater hat, who features on the City side of the Fourex Brewery at Milton, Queensland and has been used in advertising since 1924.[1][2][3] He was the face of XXXX advertising campaigns until 1967 and afterwards remained featured on bottles and packaging.[3] He was used for a billboard campaign in 2005,[3] and a limited edition XXXX Gold can in 2019 as part of a "retro campaign".[4]
The true identity for the inspiration behind the cartoon remains a mystery.[5][6] Mr Fourex is sometimes said to be modelled after Paddy Fitzgerald, a former director of the company,[3] however Mr Fourex had been conceived in 1924, and Fitzgerald started with XXXX only in circa 1933.[7] A second theory is that the cartoon is modelled on a well-known dwarf who sold newspapers in the inner city suburb of Fortitude Valley in the late 1920s.[3]
He was included in the 2004 List of Queensland Heritage Icons established by the National Trust of Queensland.[5]
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