Fosters is a name that is well known all over the World as the brewer of premium lager products. It is also known to have some of the best adverts around; how many people remember 'Fosters: Drink Australian, Think Australian'? Or 'Fosters: Australian for Beer'? These are just two of the Fosters TV adverts that have made this brand what it is today.
Of course, advertising requires that a company update its marketing every once in a while to keep a brand fresh and up to date. Fosters understands this and recently asked for bids from other advertising companies to help it revamp its adverts to attract a harder to reach younger audience. Enter Adam & Eve. This two year-old company won the Fosters advertising campaign from incumbents M&C Saatchi. It is the mastermind behind the newest Fosters advertisements and it has started exploring new mediums to use to get the message out.
Fosters updated its television advertisements over the summer and the new ads have been well received by consumers. Fosters TV introduced the World to Brad and Dan. These gentlemen are laid-back Aussie blokes who offer callers advice on social dilemmas that the callers are attempting to deal with. The point of the advert is to show consumers that Fosters has a carefree outlook on the World and that it is the beer to drink if you wish to have the same. There is no unsolvable problem when you drink Fosters.
Continuing the tradition of poking fun at the Aussies, Adam & Eve’s Good Call campaign created Brad and Dan. Fans of Fosters beer can log on to the company website and check out Brad and Dan for themselves if they have not seen the Fosters TV ad. These agony uncles have everything they could possibly need in their beach hut, including an endless supply of beer and advice.
In addition to the Fosters TV ad, the company has also issued digital, outdoor and social media advertisements to reach as many consumers as possible. Considering the large reach these outlets have, almost everyone in the UK is probably very familiar with the Fosters brand. For example, Brad and Dan have their own Facebook account and consumers who want to chat with these blokes simply have to add them as a friend them on the popular social media site. If you need answers to life’s important questions, you can simply post your query on their wall and wait for their witty answer. Don’t forget Twitter. Brad and Dan are even ‘tweeting’ their advice to consumers around the World.
So, how did the Fosters beer advert acquire its 'good call' slogan? It’s actually a throwback to the British game of cricket. 'Good call' refers to spectators’ reactions when the referee of the game makes a good call. If the call is a good one, the game continues. If they call is a bad one, the crowd watching the game will let their displeasure be known and the game might be delayed until the call is sorted out.
The advert campaign came to life after Fosters reevaluated what it needed to do to promote more sales in Britain. With the times changing and consumer needs changing with it, Fosters recognised that a change in its own marketing and advertising was required. This was one of the reasons why the relationship it had with M&C Saatchi was ended. Adam & Eve bring in new ideas that should help raise the profits Fosters sees in the UK. It is now tasked with raising the brand awareness in the minds of consumers.
Yes, Fosters is Australian for beer, but it is also brewed in the UK by Heineken. Why is this Australian beer so popular, then? Since the early 70s, Fosters lager has been coming into the UK and consumers have developed a very special bond with the amber nectar. When you add to this the humorous commercials that also show the relaxed, laid-back Aussie lifestyle, you cannot help trying the beer and becoming a fan.
Fosters has managed to find advert campaigns that get its message to the right consumer at the right time while drawing in new customers. During the 70s, it used a cartoon series that chronicled the adventures of a private eye who enjoyed Fosters lager. From that point on, Brits all over the World have been in love with the good-tasting Fosters product.
So, just what kind of problems do our beer-supping gurus Down Under solve for those hapless Brits who call them in the Fosters TV ad? These blokes tackle everything, from what the missus will look like when she gets older to what clothing to wear when going out to the pub with your girl. They have the perfect solution to life’s problems in their hands. After all, a refreshing pint with friends at the end of a long day will definitely improve everyone’s mood, even if you don’t consult Brad and Dan about what is fashionable to wear to the pub while out with the missus or your chums.
So far, Brad and Dan have made massive strides towards reaching their audience and passing along their ‘no worries’ message. Not only have they been found in their beach hut on television adverts, they have also been spotted in bus shelters and phone booths all over the country. These interactive adverts ask the average person how they think Dan and Brad would answer four different questions. The interactive advertising is amusing and a great way to kill time while waiting for the bus. It is a way Fosters will remain on the mind when you get to your destination. If you need to nip down to the pub for a pint of Fosters after seeing the advert, then it has truly done its job. You can go online and thank Brad and Dan.