Foster’s beer packs get revamp from Incahoots
Foster’s has had its packs revamped by integrated marketing agency Incahoots, as part of the beer brand’s 125th anniversary celebrations
Foster’s owner Heineken said that it will also launch new summer promotions alongside the revamp.
Simultaneously, off trade shoppers can win a limited edition Foster’s 1888 beer glass when they purchase specially-marked packs of Foster’s 1888 redesigned cans bearing a vintage brand logo honouring the brand’s 125th birthday year.
The limited edition can design was inspired by the original label that appeared on Foster’s bottles when the beer was launched in Melbourne in 1888.
The promotional activity represents the brand’s biggest through-the-line investment to date and is part of a multi-million pound marketing support programme commemorating the brand’s anniversary.
Foster’s brand director Gayle Harrison said: “The Foster’s 1888 Vintage Games and glassware promotions will heighten brand engagement and toast Foster’s history of providing true lager refreshment since 1888.”
Incahoots managing director Nicola Rodrigues added: “We wanted to ensure the campaign and creative reflected the brand’s true heritage. Many consumers aren’t aware that the product was developed in the searing heat of Australia by the Foster Brothers back in 1888, so our job was to convey that brand truth without losing the essential message of refreshment.”
