HEINEKEN Unveils TV Support For Foster's Radler

25th April 2013

HEINEKEN, the UK’s leading cider and beer business, is planning to build on the launch momentum of Foster’s Radler, a refreshing combination of Foster’s lager cut with cloudy lemon, through an up-weighted marketing investment that embraces TV in addition to print and outdoor media.

The campaign creative from Adam & Eve focuses on the refreshment values of Foster’s Radler and, with media planning and buying through MediaVest, a new ten- second TV commercial will run alongside print and outdoor support work for 8 weeks from May 13. A product sampling campaign with more than 500,000 consumers will also be carried out during the period.

Gayle Harrison, Brand Director-Foster’s at HEINEKEN said: “Within just a few weeks of its launch, sales of Foster’s Radler topped the 3 million bottle mark and the decision to bring forward plans for TV support recognises the exciting potential of Foster’s Radler to bring new consumers to the mainstream lager category.

“Our research shows that ‘moderation options’ are missing the opportunity to satisfy the demands of a growing number of drinkers who are currently unable to find a beer product with a lower alcohol content that delivers maximum taste and refreshment.

“Our up-weighted investment will drive consumer trial and awareness and provide retailers with the chance to capitalise on a new and significant opportunity to unlock genuine category growth.”