The advert, entitled ‘Drycleaner’, tells the tongue-in-cheek story of a young Aussie who works in a drycleaners while trying to decide what to do with his life. He tries on different uniforms, to see which career suits him best. At the end of the advert he is seen with a group of fireman (and he is dressed as one of them); they offer him a free round of Foster’s for him and his mates.
The ad is supported by the strapline ‘For The Thirsty’, to reflect Foster’s fans who are thirsty for life and adventure.
The new TV campaign launched on 18 April, and it aims to raise awareness among the target audience ahead of the key summer trading period. The advert also follows the brand’s recent announcement about its sponsorship of the England and Wales Cricket Board.
Meanwhile, from 25 April all Foster’s mid packs in the off-trade will feature an on-pack promotion, offering the chance to win ‘Epic Experiences’, including top prizes of Epic Experiences (such as learning to fly in Las Vegas or learning to surf on Bondi Beach) in the UK or abroad for the winner and a few lucky friends. Other prizes include £1 off a four pack of Foster’s Rocks.
Ifeoma Dozie, brand director at Heineken said: “Fans of Foster’s are thirsty for stories to tell their friends so we want to offer them the chance to win great experiences they can share with their mates. From its very beginning in 1888, Foster’s has been the can-do brew and this campaign and on-pack promotion will inspire consumers to pick up a mid-pack so they have the chance to win.”