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Foster’s 'Get some Australian in You’

Agency: M&C Saatchi

Client: Foster’s

Foster’s is ‘throwing down the gauntlet’ in the standard lager sector with a new multi-million pound media campaign that urges lager drinkers in the UK to tap into the famous Aussie No Worries attitude to life – and to ‘Get some Australian in You.’

The brand enhancement programme, which begins in June, will encompass new TV, cinema and radio advertising, digital activity and CRM work maintaining Foster’s marketing momentum throughout 2009.

Created by M&C Saatchi with media planning and buying by MediaVest, to reach Foster’s 18 – 34 year old target market, the new campaign will launch with two 40-second executions, ‘Backpacker and ‘Deep Sea’ that will be screened on terrestrial and satellite TV from mid-June.

Each ad shows the lead character in a stressful situation which – by virtue of being part Australian – they respond to in a typical No Worries fashion leading to the new end-line “Foster’s – get some Australian in you.”

 Brand Manager for Foster’s at Scottish & Newcastle UK, Natalie Clearie, said, “Foster’s is an established performer in the standard lager sector and humour is a weapon that has served the brand well in our advertising over the years.

“The new campaign reverts to the brand’s rich advertising history and returns to its Aussie roots to bring back the No Worries attitude to life that Foster’s intrinsically embraces.”

She added, “Our research showed us that, now more than ever, people yearn to re-connect with a stress-free world and Foster’s is the perfect beer brand to facilitate this.”

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