Foster's launch new TV campaign

15th April 2016

Heineken has released a humorous new advert for Foster’s, which will be aired for the first time on British screens on Monday April 18.

Entitled ‘Drycleaner’, the new advert tells the tongue-in-cheek story of a young Aussie who works in a drycleaners while trying to decide what to do with his life. He tries on various uniforms that customers have dropped off for cleaning, to see which career suits him best.

At the end of the advert, whilst chatting to a group of fireman and dressed as one of them, he is offered a free round of Foster’s for him and his mates. The final frame reads ‘For The Thirsty’, inviting consumers to join the millions of Foster’s drinkers who are thirsty for life, adventure and great stories.

The new TV campaign will raise awareness amongst the target audience ahead of the busy summer trading period. The campaign will also include digital activity comprising social media and VOD. The new advert follows the brand’s recent announcement about its sponsorship of the England and Wales Cricket Board, which will also drive demand for the brand.

Ifeoma Dozie, Brand Director, Heineken said: “Classic Lager makes up 60% of the volume in the On-Trade and, with Foster's - one of the UK’s favourite classic lagers - in our portfolio, we’re committed to maintaining the category’s market share by driving consumer interest in the brand, so we’re delighted to be launching this new campaign ahead of the busy summer trading period. With the new TV advert launching on Monday, now is the time to stock Foster’s on the bar.”

In addition, as part of the Channel 4 Comedy sponsorship, idents featuring the character from the ad will be aired on Channel 4 over the next year. They show him in absurd situations, trying on different costumes and giving different jobs a go, with humorous results.

Foster's has also introduced a new half pint glass to the UK On-Trade this year to meet customer demand, allowing pub goers to now enjoy Foster’s in a variety of formats. Launched in February this year, both the new half-pint and pint glasses have improved nucleation, using super boost technology to ensure licensees can serve the perfect pint every time.

Recent research by Heineken has shown that publicans can benefit from stocking Foster’s alongside Amstel, as this leads to a 2% increase in rate of sale of draught lager.


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