Magazine article Marketing

Foster's Shifts Focus in 'No Worries' TV Drive

Magazine article Marketing

Foster's Shifts Focus in 'No Worries' TV Drive

Article excerpt

Heineken UK-owned lager reverts to traditional positioning with 'Good call' line.

Foster's is launching a multimillion-pound push aimed at returning the Heineken UK-owned lager brand to its 'Aussie no worries' roots.

Breaking on Saturday, the work will run across TV, outdoor, digital, VOD and social media, and introduce the strapline 'Good call'.

A series of ads will feature the characters Brad and Dan, two 'typical' Australian men who give advice to callers from the UK with a social dilemma.

In the launch spot, 'Ben from Southend', asks whether it is likely that his girlfriend will end up looking like her mother. He is advised by the duo to 'stop thinking about the future and enjoy the now'.

Foster's revamped glassware and can design will also feature in the TV executions.

The campaign is the first for the lager brand by Adam & Eve, which was awarded the pounds 7m account earlier this year. The appointment brought to an end Foster's 14-year relationship with M&C Saatchi. …

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