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Foster’s Gold campaign highlights ‘poshness’

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By John Glenday | Reporter

February 16, 2012 | 2 min read

Foster’s Gold has launched a new £7.5m campaign intended to bolster its “posh” credentials as a mainstream premium lager.

Launching on March 5 with the strapline ‘Australian for Chic”, the campaign aims to highlight the ‘poshness’ of the brand through distinctive Aussie humour – as delivered by agony uncles Brad and Dan, famous for their ‘no worries’ attitude.

The drink has sold 33m bottles since its launch last August, establishing itself as the number four premium bottled lager in the take home market, a success the brand hopes to build upon with a campaign across outdoor advertising, digital and online communications.

Targeted primarily at 18-34 year old males the drink is being touted as a tipple people are happy to pay more for in social situations where a can is inappropriate.

HEINEKEN’s Head of Customer Marketing for the off-trade, Doug Walker, said: “We’re launching the next phase of the Foster’s Gold campaign in time for the crucial summer trading period and reaching 9 million of our target audience to make sure that it’s on the top of the list when shoppers drop in to a local shop on the way to watch Euro 2012 at a mate’s house or visit the supermarket to stock up for parties and barbecues.”

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