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By John McCarthy, Opinion Editor

September 18, 2015 | 2 min read

Foster’s has launched an integrated marketing campaign on digital and social media to underline the brand’s 1888 origins in the Australian outback.

British TV presenter Rick Edwards faced challenges such as pulling giant ice blocks, building heavy machinery and foraging for rare Australian yeast, to recreate the processes of creating the beer in the year 1888.

With work from Mischief PR, adam&eveDDB and Starcom Mediavest, Foster’s educates consumers on the trials undertaken by founders the Foster brothers in the series.

Ifeoma Dozie, brand director at Heineken said: “We are proud of our Australian heritage and the Foster’s brothers’ story is an incredible tale of fortitude and ingenuity. We wanted to offer an insight into 1888 Melbourne life and in a way Foster’s drinkers can relate to.”

Rick Edwards added: “Beer is close to my heart, and ice cold beer even more so. I don’t think beer drinkers realise the lengths that William & Ralph went to back in 1888 to create Foster’s. The opportunity to recreate their trials in the outback was an exciting one, and I’m pleased to be able to give everyone the beer education I’ve just had.”

The series went live on the Foster’s YouTube channel Thursday 17 September.


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