25th September 2015

Foster’s is launching an above the line campaign to support its latest innovation, Foster’s Rocks. This range of flavoured lagers is available now in two distinct flavours; Spiced Rum and Classic Rum.

The campaign, ‘Rum Unleashed’, is worth £2million and will drive visibility and trial of the new flavoured lager range. Including outdoor, radio and sampling activity, the campaign targets those looking for exciting flavours to enjoy.

Outdoor advertising will appear across key sites in London, Manchester, Nottingham, Liverpool and Birmingham. The creative features the tagline ‘Rum Unleashed’ which is influenced by the inspiration behind the brand of the 19th Century rum traders, who bravely weathered storms to keep the supply of rum flowing to Australia.

A 30 second radio ad will run across targeted stations including Capital FM, Kiss FM and Kerrang, calling on listeners to ‘Discover the great taste now’. Launching during Student Fresher’s weeks, consumers will also have the opportunity to sample Foster’s Rocks, with over 300,000 samples being distributed in city centres.

Ifeoma Dozie, Beer Brand Director at HEINEKEN, says: “Foster’s Rocks taps into the growing consumer interest in new and exotic flavours, as well as the trend for flavoured lager, to offer something brand new for our target audience. The Rum Unleashed campaign will drive interest in the new product and the overall beer category, as well as the Foster’s brand, through a variety of relevant media touch points.”


For further press information, please contact:

The HEINEKEN team on 020 3757 6800 /

Notes to Editors

About HEINEKEN in the UK

Headquartered in Edinburgh, HEINEKEN employs around 2,000 people. In addition to being Britain’s leading cider and beer business, HEINEKEN owns around 1,250 pubs through its Star Pubs & Bars business. We are passionate about our cider and beer brands and the outstanding service that we offer to our customers. Our unrivalled portfolio of brands includes Foster's, Heineken®, Strongbow, Desperados, Kronenbourg1664, John Smith's and Bulmers backed by a full range of niche and speciality brands.

About Foster’s

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