Foster's Group Limited: How To Speak Australian campaign
Susan RislandOVERVIEW
In 1990 Foster's Lager, owned by Foster's Group Limited (previously Foster's Brewing Group) and distributed and marketed by Miller Brewing Company in the United States, began pursuing a U.S. strategy of associating itself with "Australianness." After a detour away from this marketing strategy, Miller and its Foster's agency, Angotti, Thomas, Hedge of New York, in 1994 released "How to Speak Australian," which became one of the longest-running and most popular beer advertising campaigns of its time.
"How to Speak Australian" began with spot placements in regional markets and an...