HYPERNAKED

Foster’s lager was looking for a way of driving more saliency and more frequent drinkers.  We had to help Foster’s re-engage their target ‘Tribal Drinker’.  The world of ‘contagious comedy’ reflected a truth of the Foster’s brand and was untapped by competitors, and therefore a perfect space for Foster’s to take ownership.  Establishing this comedy platform would require communications working across four strategic pillars: Driving engagement, awareness, credibility and trial.

For our central engagement piece, Foster’s took the role of comedy commissioner, producing top quality comedy content from the iconic British talent whose catchphrases have been fully adopted by Tribal Drinkers :Alan Partridge, Vic and Bob, and The Fast Show.

This campaign has been a triumph for Foster’s and is being hailed as the most innovative piece of marketing in the history of Heineken UK.

In a category declining by -7% vs 2010, Foster’s is well-ahead at a cracking -0.5%.

Winner – 2011 Marketing Society Awards For Excellence