Fosters: Good Call
Toby Harrison
Campaign details
Client: SABMillerAgency: adam&eveDDBBrand: Fosters
Executive summary
How to tackle men's worries, with a 'no-worries' attitude
Forty years old and once an advertising icon, Foster's had lost its way and lost touch with its drinkers. In a shrinking beer market, Foster's was losing volume and losing share. The outlook was bleak.
Bucking the formula of beer advertising, planning looked beneath the rituals of male camaraderie so that Foster's could learn to reconnect with a new generation of UK men. It found that the modern man no longer subscribed to...