Foster's Reinforces Links With Comedy With New Channel 4 Programme Idents

7th March 2013

A new set of Foster’s-branded programme idents created by Adam & Eve is set to launch this month (March) and reinvigorate the brand’s sponsorship of more than 100 hours of Original Comedy on Channel 4 in 2013.

A series of 5,10 and 15 second idents titled ‘Sushi’, ‘Sofa’, ‘Robot’, ‘Claw’, and ‘Blimp’ will promote Foster’s sponsorship of Channel 4’s Original Comedy sponsorship throughout the year, as part of HEINEKEN’s heavyweight investment behind the brand. Media planning and buying is through MediaVest.

The new creative work shows brand ambassadors Brad and Dan reaping the rewards of a range of ingenious techniques to ensure that they can continue 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 the added bonus that her body is a fridge full of Foster’s.

Gayle Harrison, Brand Director-Foster’s at HEINEKEN said, “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.

“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.”

2013 has already proved to be a milestone year for Foster’s with the launch of Foster’s Radler, an exciting new 2% ABV Foster’s Lager cut with cloudy lemon juice, and new TV advertising which celebrates the brand’s 125th anniversary year.”