THE PROBLEM
We needed to give Fosters a unique identity in a UK market crowded with local brews.

THE SOLUTION
"Australian Beerish" A whole new language. Building on the age-old tag: "Australian For Beer"... and exploiting the incidence of Aussiephiles in London.

THE RESULTS
Loved by UK-Aussie culture vultures. And embraced by expatriates thirsting for home.

THE BEERISH PHRASEBOOK
Handed out as a DM pack at key traffic and tourist sites – conveniently near bars.

THE MICROSITE

The engine-room of the campaign, this microsite offered drop-in classes in Beerish for beginners– refresher courses for expats, online exams to check your "B-Levels"... and the chance to upload your very own Beerisms (Fosters-inspired phrases).

ONLINE SURVEYS​ - INTERACTIVE BANNERS