Down under, we associate Foster's with Australian-ness the same way we associate the Titanic with safety.
It’s kryptonite for a brand that ties itself so strongly to this country, rendering it uncompetitive in the Australian beer market.
Restoring its reputation requires significant repositioning into a territory that is honest and appeals to modern drinkers.
Given we associate Foster's more with time abroad than we do with home, we wanted to leverage that association to tell the story of the one Australian beer that made it around the world.
We redesigned the box to further emphasise Foster’s worldliness and carry the spirit of the TVC into the real world. To push the idea further, Foster’s will distribute city-specific coasters to bars, pubs and clubs around the world, with copy on the back encouraging drinkers to steal them – a tonally cohesive way to promote the idea that Foster’s can be enjoyed everywhere, and get our audience to choose to carry around a component of the campaign.
