Opportunity

The Foster's brand was initially launched in Vietnam with a campaign that focused on being 'Australian for beer'. Our challenge was to shift the brand from this positioning to an 'International Premium Beer' positioning with an Australian sense of enjoyment.

Result

A new campaign was created using social imagery to communicate enjoyment of Fosters as part of the relaxed beach culture of Australia. World class photography was undertaken to enhance the 'beer values' of the brand – showing delicious waves of Foster's breaking on the shores of Vietnam. The Foster's brand was sold to Asia Pacific Breweries shortly after the campaign launch.