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Foster’s use ‘backvertisers’ to promote latest Adam & Eve campaign


By The Drum Team, Editorial

February 10, 2012 | 1 min read

This month, Foster’s created a sixth execution of its agony uncle’s campaign, with a man phoning the pair worried about his hairy back.

Brad and Dan assured the man that it was alright, and told him not to wax his back…but Fosters has taken a different approach with five men to promote the campaign.

Each of the men has had their back hair waxed using a stencil so that all that remains is the Foster’s logo, taking two waxers three hours to create the look.

Nic Casby, Foster’s brand manager, said: “We are encouraging men to embrace the laidback Aussie attitude to life and not be so concerned when it comes to their looks.”


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