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Ad of the Month - July 2010
Fosters Lager "Good Call" (click to view ad)
Adam & Eve
Fosters, positioned as an archetypically Australian beer, previously focused on the fabled Australian devotion to chilled beer to demonstrate its true Aussie credentials, using the end line "Get some Australian in you".
The brand now focuses on social acceptance, with the positive "Good Call" end line. Lager drinking is naturally a lot more than just taste - social acceptance is a big motivator. Drinkers in have to voice their lager brand choice in a very pubic way and the brand will say a lot about the drinker's style and values. The end line "Good Call" and the role of the Fosters' "agony aunts" s is all about reassurance of social acceptance and Fosters being the right choice in a crowded market. The brand is identified with the role of reliable friend you can go to for advice, whilst keeping a strong thread of humour and Aussie-ness.
The fact that the ads feature an Englishman calling the Fosters "agony aunts" in Australia must also add an element of UK-relevance - previously the ads mainly took place in Australia. The theme of "agony aunts" answering queries about social questions is one that has legs – scope for many more entertaining episodes!
Adam & Eve
Fosters, positioned as an archetypically Australian beer, previously focused on the fabled Australian devotion to chilled beer to demonstrate its true Aussie credentials, using the end line "Get some Australian in you".
The brand now focuses on social acceptance, with the positive "Good Call" end line. Lager drinking is naturally a lot more than just taste - social acceptance is a big motivator. Drinkers in have to voice their lager brand choice in a very pubic way and the brand will say a lot about the drinker's style and values. The end line "Good Call" and the role of the Fosters' "agony aunts" s is all about reassurance of social acceptance and Fosters being the right choice in a crowded market. The brand is identified with the role of reliable friend you can go to for advice, whilst keeping a strong thread of humour and Aussie-ness.
The fact that the ads feature an Englishman calling the Fosters "agony aunts" in Australia must also add an element of UK-relevance - previously the ads mainly took place in Australia. The theme of "agony aunts" answering queries about social questions is one that has legs – scope for many more entertaining episodes!