Foster’s new outers give cool impression

Scottish Courage is introducing new cold look outer packaging for Foster’s in November to give the brand greater stand-out on shelf, provide a stronger brand image and a higher level of brand recognition.

Craig Clarkson, head of customer marketing, explained: “In shelf tests shoppers spontaneous recall of Foster’s was 91%, the highest in the lager category, and shoppers located Foster’s can packs 20% faster than their key competitors.

“The new packaging increases the perception of Foster’s as beer brewed to be cold to 72%, and as a thirst quenching beer to 72%, both highest scores in the lager category.

“With this in mind 65% of shoppers would now choose Foster’s as first choice brand or would definitely consider it compared to 51% for key competitors.”

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