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Hoping to reverse a sales decline, Foster’s Lager is charging its new creative shop, Ogilvy & Mather, with expanding the “Australian for beer” campaign into new terrain via “escapist” imagery, said client rep Scott Bussen.
The approach, noted Bussen, has worked for one of Foster’s biggest imported-beer rivals, No. 1 seller Corona, which shows vacationers lounging on tropical beaches in ads tagged, “Miles away from ordinary.”
“Foster’s offers some great imagery in terms of the Australian heritage,” Bussen said.
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