29th July 2015

Foster’s launch their brand new ‘Why The Hell Not?’ campaign. Following the hugely successful Good Call campaign featuring Brad and Dan, the new campaign is inspired by the famous ‘can do’ Aussie ingenuity and attitude to life.


‘Why The Hell Not?’ represents a marked shift in brand strategy for Foster’s, replacing Brad and Dan’s ‘no worries’ advice with a more proactive approach, encouraging audiences to ‘give life a go’.


The first instalment of the campaign, created by adam&eveDDB, features a character who exemplifies that ‘can do’ attitude and defies the cynics to become Australia’s first male rugby cheerleader. The advert will premiere on Friday 24th July during Channel 4’s 8 Out of 10 Cats and across social channels with the supporting hashtag #whythehellnot. Further extended content illustrating the hero’s ‘can-do’ nature will also be available on social media.


Ifeoma Dozie, beer brand director for Foster’s, HEINEKEN, says: “Consumers’ outlooks on life have changed – people want to give things a go and share experiences leading to a richer life. The ‘Why The Hell Not?’ campaign taps into this thinking. The campaign maintains the brand’s long association with comedy and complements the wider changes we’ve been making to the brand. We’re expecting to see the new campaign really drive excitement, interest and ultimately sales for Foster’s.”


The first installment of the campaign can be viewed on YouTube, please visit: