IPA Grand Prix winner: Foster's
Story of the film
Not all emotional advertising has to make you cry to get you to buy. By changing the way beer brands talked to blokes and exporting Australia’s famed ‘no worries’ attitude through a TV-led campaign, Foster’s moved from third place to market leader, delivering an impressive return on investment. Watch this award winning brand story from the 2014 IPA Effectiveness Awards, and hear from the people behind it.
Forty years old and once an advertising icon, Foster’s had lost its way and lost touch with its drinkers. adam&eveDDB decided to look beneath the ritual of male camaraderie so that Foster's could learn to reconnect with a new generation of UK men. They found that the modern man no longer subscribed to the ‘tribal drinker’ ethos, and amidst the banter and fun of drinking, their mates were acting as a sounding board for how to deal with issues of the day. Critically, humour was an important part of how they helped soothe each other’s insecurities. By changing the way beer brands talked to blokes and exporting Australia’s famed ‘no worries’ attitude through a TV-led campaign, Foster’s moved from third place to market leader, delivering £32 of revenue per £1 spent on advertising.
What struck the judges about Foster’s was how they managed to grow a brand at a premium, in a market in decline. This was a clever marketing idea, great creative execution and a deep insight that English men could actually consult Australian men about their relationship issues.
Troy Warfield , Chief Commercial and Licensee Officer, Avis Budget Group EMEA
Appearing on film
- Toby Harrison, Planning Partner, adam&eveDDB
- Ben Priest, Chief Creative Office, adam&eveDDB
Lynsey Hurst, Marketing Manager, Foster’s Heineken
- Lorna Hawtin, Convenor of Judges in the 2014 IPA Effectiveness Awards and Disruption Director of TBWA Manchester
- Tony Regan, Co-Founder of Brand Performance.
This film is based on Grand Prix and Gold award winning IPA paper. Here the details.
Campaign: Tackling men's worries, with a 'no-worries' attitude
Brand/ Client: Heineken UK
Principal Author: Toby Harrison adam&eveDDB; Les Binet adam&eveDDB; Sarah Carter adam&eveDDB
Contributing Authors: Jon Fox (Holmes & Cook), Louise Flin (Holmes & Cook), Andreas Georgiou (Holmes & Cook), Simon Moorhead (adam&eveDDB)
Credited Companies: Creative agency: adam&eveDDB; Media Agency: MediaVest; Econometric modelling agency: Holmes & Cook; Client: Heineken UK
Media used: TV - Advertising, Cinema, Radio, Print Advertising, Out of Home, Online Advertising