Heineken puts Fosters back on TV for big summer push

Fosters will be back on TV from Monday (April 18) with a new advert for Foster’s, ahead of an on-pack promotion hitting shelves from April 25.

Entitled Drycleaner, the new ad tells the story of a young Aussie who works in a drycleaners while trying to decide what to do with his life.

The new TV campaign, which will air on British TV on Monday April 18, aims to 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.

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.

Using the TV advert as inspiration, from April 25, all Foster’s mid packs in the off-trade will also feature an on-pack competition, offering shoppers the chance to win “Epic Experiences”. The top-level prizes are based on the characters from the new TV ad, and each pack contains a winner from one of the three prize-tiers. Entry level prizes include £1 off a four pack of Foster’s Rocks with top tier prizes involving Epic Experiences in the UK or abroad for the winner and a few lucky friends. Experiences include learning to fly in Las Vegas or learning to surf on Bondi Beach. Shoppers are directed to the Foster’s website to enter pack details and find out if they have won.

The ad can be viewed here:


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