Foster's Lager - Marketing


Foster's Lager uses the slogan "The Amber Nectar" in Australia and the UK, and "Australian for Beer", performed by Bob Ingersole, elsewhere overseas. The overseas advertising of the product often focuses upon the Australian connotations of the beer, e.g. with reference to stereotypical Australian imagery such as kangaroos, exaggerated accents, and cork hats.

The 2009 campaign for Foster's contains two 40-second adverts, "Backpacker" and "Deep Sea"; both end with the slogan, "Foster's – get some Australian in you."

The Foster's Lager brand was used as an advertising sponsorship deal with Norwich City F.C. from 1986 to 1989 (a period which included two top five finishes and a run to the FA Cup semi-finals). At its commencement, the sponsorship by Foster's was the most lucrative sponsorship ever given to an English football club.

The brand sponsored F1 events regularly from 1986 to 2006. During this period it was the title sponsor for the Australian GP (1986–1993 and 2002–2006), the British GP (1990–1993 and 2000–2006) and the San Marino GP (2003–2006). It also was the prime sponsor and trackside sponsor of many other Grand Prix during this time. The brand was also used in a sponsorship deal with the A1 Team Australia from 2005 to 2007.

The brand is currently used in a major sponsorship deal with the ASP World Tour.

During recent years, the Fosters UK division of the brand focused on cultivating comedy-centric advertising and sponsorship arrangements and on 9 November 2011 they launched a trailer for their sponsored, online-only version of the hit 90s' television show The Fast Show. The six weekly episodes started on 10 November and feature the original cast (with the exception of Mark Williams) and many of the characters from the previous series.

Recent Foster's adverts have featured "Good call", in which numerous English men phone up Australians Brad and Dan for general advice.

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