S&N plans Foster's drive
Scottish & Newcastle is hoping to revive the standard lager category with a new multi-million pound campaign for Foster's.
"Standard lager (brews of around 4% abv) has always been the lifeblood of the beer category but has suffered recently as consumers have shifted to other categories and premium session lagers such as Beck's Vier and Stella 4%," said brand manager Natalie Clearie.
"However the category is still a huge one and there is opportunity there, which we want to capitalise on."
The campaign will ditch the focus on Foster's super chilled serve, which has been running for the last few years and return to the brand's Australian roots with the strapline Get Some Australian in You.
"In these stressful times we want to promote the more relaxed 'no worries' Aussie attitude to life," Clearie said.
"We are moving away from a focus on the functional benefits of Foster's and towards a creating a more emotional connection with the brand."
The campaign includes two new TV ads to be shown on terrestrial and satellite TV as well as six new radio ads and a cinema campaign to be shown before screenings of Sacha Baron Cohen's new film, Bruno, which launches on 10 July.
The company won't be running any print ads as part of the campaign as they will continue to push its Foster's in-can Scuba innovation through this channel.
New PoS for the on-trade is being designed to tie in with the new campaign and will roll out later in the summer.
Further activity in over 10,000 pubs and bars as part of the brand's Game On initiative also forms part of the regeneration strategy.
"This is a promotion to encourage our target Foster's market of 18 to 34-year-old males to get out of their houses and into pubs," Clearie explains.
"We are providing kits to licensees around the country to enable them to put on competitions and events such as Killer Pool, Pub Poker and quiz nights."
