Heineken’s latest TV commercial for Foster’s hits small screens today (18 April), as the beer brand prepares to launch an on-pack promotion.
Titled ‘Drycleaner’, the new advert tells the story of a young Australian who works in a drycleaner while trying to decide what to do with his life. He tries on uniforms that customers have dropped off, to find which career suits him best. The end sees him chatting to a group of fire officers while dressed as one, and they offer to buy a round of Foster’s for him and his friends. The final frame reads, ‘For the Thirsty’.
In addition, as part of the brand’s Channel 4 Comedy sponsorship, idents featuring the Aussie character will air on C4 over the next year, showing him trying on various costumes and giving different jobs a go.
The ad is set to be followed next week by a new on-pack contest. Arriving on shelves from 25 April, Foster’s mid-packs will offer shoppers the chance to win ‘Epic Experiences’, with prizes ranging from £1 off a four-pack of Foster’s Rocks to a surfing lesson on Bondi Beach. Consumers are directed to Fosters.co.uk/epicexperiences to enter pack details and find out if they have won.
“Fans of Foster’s are thirsty for stories to tell their friends so we want to offer them the chance to win great experiences they can share with their mates,” said brand director Ifeoma Dozie. “From its very beginning in 1888, Foster’s has been the can-do brew, and this campaign and on-pack promotion will inspire consumers to pick up a mid-pack so they have the chance to win.”
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