Fosters: Good Call

This case study shows Fosters, a beer brand, managed to buck UK market trends and increase sales using an interactive campaign.

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...

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