Foster's Celebrates 1888 As A Vintage Year For Beer!

8th February 2013

HEINEKEN, the UK’s leading cider and beer business, is launching a new 60 second TV execution for Foster’s, its flagship standard lager, to celebrate the Australian heritage of the brand and honour its 125th anniversary.

Airing nationally from February 18, ‘Anticipation’, recreates the moment in Melbourne in 1888 when Ralph and William Foster first introduced the people of Australia to a beer specially brewed for true refreshment.

The tension mounts as the mayor slowly raises the glass of Foster’s to his lips and the crowd falls silent as they wait, gripped in the moment, for the mayor’s verdict. As the glass touches the mayor’s lips he savours the refreshment enthusiastically and excitedly proclaims the new lager as a ‘little ripper!”

The ad closes with a shot of refreshing pint of Foster’s underscored by the strap line ‘Foster’s. Good Call since 1888’.

Gayle Harrison, Brand Director-Foster’s at HEINEKEN said, “Foster’s Good Call advertising is universally loved by our consumers and levels of consumer engagement, and brand reputation have soared during the campaign. Foster’s 125th anniversary will provide an excellent year-round platform to focus celebrations around the outstanding quality and heritage of the product which make beer drinkers proud to drink Foster’s.”

The new advertising is part of a multi-million pound marketing campaign for the brand which will encompass TV, outdoor, digital and social media and striking new POS materials, packaging and glassware commemorating Foster’s 125th anniversary year.