Foster's: Tackling men's worries, with a 'no-worries' attitude

This case study demonstrates how Foster's, the Australian lager brand, revitalised its brand in the UK by reassessing men's attitudes towards social drinking and regained its market leader position.

Foster's: Tackling men's worries, with a 'no-worries' attitude

Principal authors: Toby Harrison, Les Binet and Sarah Carter, adam&eveDDBContributing authors: Jon Fox, Andreas Georgiou and Louise Flin, Holmes & Cook; Simon Moorhead, adam&eveDDB

Introduction

Forty year-old brands in mature markets don't often experience a growth surge that topples a long-term brand leader. But this is the story of a brand that did.

Every successful beer brand has always intimately understood their male drinkers and built their communication around this understanding. However, Foster's had lost touch with the new generation of UK men – a generation who were now...

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