We needed to give Fosters a unique identity in a UK market crowded with local brews.
"Australian Beerish" A whole new language. Building on the age-old tag: "Australian For Beer"... and exploiting the incidence of Aussiephiles in London.
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 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