One (Huge) Size Fits All in Foster's Campaign | Adweek One (Huge) Size Fits All in Foster's Campaign | Adweek
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One (Huge) Size Fits All in Foster's Campaign

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NEW YORK How big is a can of Foster's beer?

The Australian lager known for its oversize blue cans wants to be enormous. That is the message of a new online, print and experiential campaign from independent StrawberryFrog here.

The campaign uses the dauntingly large size of the cans (25.4 ounces, to be exact) to cheekily suggest ways to "Be enormous." Print ads, set to launch this week in men's magazines such as Sports Illustrated and Rolling Stone, have small objects (fake moustaches or dog tags) that can be deployed to assist in the creation of an enormous life.

Similar pieces of advice, e.g., how to pass yourself off as a catfish wrestler, are available on fostersbeer.com. One possible online element is having a humor Web display a location on Google Maps and have "funny" things show up when they are moused over. Other campaign components still under discussion include events at bars and digital billboards that display a tip of the day.

"The Australian way of living is bigger, bawdier and more risk taking. We're giving people these tools [to emulate their way of living]," said Kevin McKeon, CCO, StrawberryFrog. "The strategy was to maximize Australian-ness of the brand but to move away from obvious cliches: alligator wrestler, kangaroos and Crocodile Dundee."

Last year, Foster's stopped advertising on TV in favor of an online-only approach. The company launched a campaign from Ogilvy & Mather in New York dubbed "Crack open a friendly" that played up Australian's friendliness. One aspect of the effort had people competing online to win a date with an Australian model.

"It didn't generate consumer traction, so we didn't continue," said Julian Green, Miller spokesman. (Miller Brewing in Milwaukee licenses and brews Foster's in the U.S. StrawberryFrog was handed the project work earlier this year.) "This campaign positions Fosters as an approachable worth-more brand. Foster's presents a strong masculine image in the worth-more category. It does this without appearing pretentious. Guys can drink a bigger, better beer without leaving their roots."

The no-TV game plan remains in effect for the current campaign. "We want the brand to be participatory, so we're avoiding passive media, like TV," said McKeon.

Last year Foster's Brewing Group, which owns Foster's Beer, spent $100,000 in measured media spending, per Nielsen Monitor-Plus. Spending on this campaign was undisclosed.

While print and online launch first, future plans include posters over urinals in bars offering guys advice on how to give an enormous toast, or deliver an enormous pick-up line.

The Foster's demographic is primarily men, 21-40, looking to upgrade their beer. "It's men moving up from Budweiser," said McKeon. "They want a beer with a little more to it, but not a Heineken."