Foster’s Beer B2C, B2B
Using Provenance and Engaging Advertising to Differentiate the Brand, Sales Up ⇧ 19%
Background After a period of modest growth, domestic line extensions – craft, micro-brews, flavored, low-cal, no-cal and others – began cutting into Foster's U.S. retail shelf space and consumer sales.
Foster’s Lager 24 Pack
Opportunity As an Australian brand Foster's was closely associated with the down-to-earth lifestyle of “beer-drinking Aussies”. And Foster's has an “easy-to-drink” taste profile, typically associated with popular American beers.
Given its lack of import-beer pretense, positive Australian associations and taste, Foster’s could capitalize on its “Aussie-ness” and the country’s “beer-drinking credentials” rather than conventional beer-brewing credentials.
Foster’s Premium Ale & Lager
Approach To attract and engage the primary target audience of men 18-34, we continued to build on the humorous campaign based on an exaggerated view of ridiculously tough Australians popularized in the movie Crocodile Dundee.
The campaign tested exceptionally well among the target. Test results showed it had the potential to attract domestic and import drinkers outside of major markets including NYC & L.A., import beer strong-holds.
Foster’s Gold Select
Outcome Soon after the launch of the campaign Foster’s sales began to grow. In the second year of the campaign Foster's sales grew +55.8% YOY, compared to import growth of +21.2% YOY and a total category decline of -3.2% YOY. Foster's sales continued to average 19%+ growth YOY. The campaign won back-to-back Effie awards based on increases in key brand and sales metrics.
Agency McCann (formerly ATH)