Scottish Courage – Foster's Lager

Dave Cobban

Campaign in 1998/1999 by M & C Saatchi for Foster's lager. Objective to revitalise brand and ads.
Agency: M & C SaatchiAuthor: Dave Cobban

Breaking Free From the Past: Foster's 'Honorary Australians' Campaign

 

INTRODUCTION

It's your basic advertising agency nightmare.

In the course of the 80s Foster's produced a grand total of 44 commercials featuring Paul Hogan. Research shows the campaign is still vivid in people's memories today, sixteen years after its launch. Towards the end, the idea was so established that in one execution Hogan had no dialogue. He simply walked into a bar where cocktails with silly names were being ordered, raised his eyebrows and walked out. Enough said.

In the 90s...

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