How in the world do you sell Foster's to Australians?
Before associations around taste or value, our minds go straight to its international reputation.
Generally speaking, we think it’s cool when the rest of the world likes our stuff. NRL in Vegas. AFL in Shanghai. WiFi. Penicillin. Australians take quiet pride in what we export.
Following that logic, isn’t it great that you can buy an Australian beer around the world?
We employed this brand dynamic to tell a story about international romance in a TV/cinema spot.
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.
Above demonstrates how the song will exist throughout the ad.
