Foster’s Beer

B2C & B2B l Provenance, Insight and Humor Differentiate the Brand, Sales Increase ⇧ +19% YOY

Background 

After a period of modest growth, new beers and line extensions — including craft, micro-brews, flavored, low-cal, no-cal et. al. — began crowding the category, making it harder for imports to stand out, and chipping away at Foster’s brand equities, retail distribution and sales.

My Role: Player Coach I was strategic lead responsible for supervising and coaching direct reports and junior colleagues, supporting and leading a large cross-functional team, guiding and developing research, insight and strategy, and nurturing and supervising campaign development, production, implementation, measurement, reporting and optimization across multiple channels.

Research, Analysis & Insight

To better understand Fosters’ challenges, we analyzed the category, competitors, customers and the Company, including its products, services, performance, key personnel and brands. 

Then we dug further, taking a classic Segmentation / Targeting / Positioning (STP) approach: Segmentation to divide the market into distinct customer groups based on demographics, psychographics and behaviors, allowing for a more accurate and thorough understanding of customer needs, perceptions and motivations; Targeting to select the most attractive segment(s) on which to focus; and Positioning to confirm the ideal product classification and craft a value proposition to maximize relevance, distinction and attraction.

Foster’s Lager 24 Pack

Segmentation We analyzed segmentation and qualitative research, including demographics, psychographics (e.g., attitudes toward masculinity, identity and authenticity) and behavioral data (e.g., frequency of purchase, loyalty to domestic vs. import brands) etc. The psychographics were especially revealing. 

Targeting  The two most attractive segments were comprised primarily of younger males (and some females) 18–34, “heavy users” — especially those outside major east coast / west coast DMAs — who enjoyed drinking beer but couldn’t relate to the self-seriousness and elitism (status seeking snobbery) of some of the most popular European imports and domestic craft brews. On the contrary: they valued humor, authenticity and relatability.

Positioning  While an import, Foster’s has a unique mix of attributes. To many Americans it did not “feel foreign”. The target considered it flavorful and “accessible”, with an “easy-drinking” taste profile. And in part due to movies (especially Crocodile Dundee), advertising for Australia, and the Foster’s lager “oil can” (25.4 ounces of beer) most Americans' perceptions of Australia were highly positive. Most viewed Australians as laid-back, rugged and funny — distinct, valuable assets for an import in a cluttered category.

The Insight  Given a mature crowded market with scores of competitors, Foster’s couldn’t compete on functional benefits like taste, low calories etc. But it could by building on its provenance - Australia’s identity as a down-to-earth, rugged (like the country and the “oil can”) relatable import for people (especially guys) who see themselves - and identify - similarly. 

Development, Production & Implementation

Based on our research findings and insight, I lead development, production and implementation to build on the existing campaign, positioning Foster’s as an approachable, easy-drinking import that doesn’t take itself seriously. 

I briefed our creative team who developed fresh new concepts based on exaggerated Aussie traits, including masculinity, which appealed to the targets’ values and self-image. 

Foster’s Premium Ale & Lager

The new concepts continued to depict ridiculously rugged “everyday Australians” navigating situations with dry humor and outlandish toughness, making it clear that Foster’s wasn’t just beer, it was a point of view. 

We copy-tested a few of the strongest, based on measures including message clarity, emotional impact, persuasion, recall and brand perception, and as importantly, to confirm they aligned with existing campaign creative.

The new concepts copy-tested well, resonating with domestic beer drinkers and casual import drinkers, including those outside major markets like NYC and LA.

Our new “How to Speak Australian” campaign elements included: 

  • New video and audio commercials, OOH, and display

  • New national media plan to maximize reach, frequency, awareness, recall, etc.

  • Targeted retail displays and in-store POP within the “How to Speak Australian” campaign, to support new retailers and entice consumer trial 

Foster’s Gold Select

Measurement, Reporting & Optimization 

Campaign results exceeded expectations, delivering measurable impact across brand and business metrics, including: 

  • Total sales growth of +55.8% YOY in the second year of the campaign, compared to +21.2% YOY growth among imports overall, vs. a -3.2% decline in total beer category growth

  • Sustained YOY average growth of +19% after launch

  • Back-to-back Effie (marketing effectiveness) awards based on measurable increases in key brand and sales growth

By owning its roots and leaning into what made it different, Foster’s continued to reinforce its distinct, memorable, compelling position — and delivered measurable brand and business returns. 

Agency McCann (formerly ATH)

 

Christopher Vickers

I collaborate to elevate brand reputation, generate leads, win customers and increase sales through brand, advertising campaign & content strategy and creation. I’ve worked on both corporate and agency sides for start-ups, scale-ups and grown up companies. Some of my teamwork has received praise from The Wall Street Journal, The New York Times, Ad Age and Adweek and won Webby and Effie awards for innovation and effectiveness.