Foster's continues Original Comedy on Channel 4 sponsorship with new idents from Adam&Eve
Foster’s has reinvigorated its association with comedy on Channel 4 with a new-set of branded idents from Adam & Eve set to roll out in March.
A series of five, 10 and 15 second long idents will promote the brand’s sponsorship of Original Comedy on Channel 4, which accounts for more than 100 hours of programming throughout 2013.
Media planning and buying was handled by MediaVest. The creatives see the return of brand ambassadors Brad and Dan this time reaping the rewards of a range of ingenious techniques that allow them to enjoy ice cold Foster’s without missing a second of their favourite TV comedy programmes.
For example, ‘Robot’ sees the duo from Down Under enlisting the help of a home-made robot called Madge to help around the beach hut while they’re watching comedy, with an added bonus being that her body is a fridge full of Foster’s.
“Research shows that awareness of Foster’s association with comedy continues to grow massively among our primary target market of young male drinkers and the Foster’s Original Comedy partnership contributes significantly to this success,” commented Gayle Harrison, brand director for Foster’s at HEINEKEN.
“We anticipate that more than 35 million adults will see a least one ident for Foster’s sponsorship of Original Comedy on Channel 4 this year.”
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