UK: S&N puts £2 mil behind Foster

Scottish & Newcastle is launching a major digital push for lager brand Foster's as part of its £45m marketing investment behind the brand, Marketing Week reported June 14.

The £2m digital campaign will include the launch of a new website with a user-generated content element that will allow consumers to upload videos of themselves and their friends "in action". It will be supported by ads on men's lifestyle websites.

The campaign will also include viral activity, with three short films on various third party sites to lure traffic to the website.

Foster's brand manager Rick Lawrence says: "Historically Foster's use of digital platforms has been limited to a fairly corporate website offering consumers the opportunity to find out more about our beers, watch our ads and find out where promotions are happening in pubs and bars near them."

He adds that the brand is now keen to leverage digital media as a "key touch point" for its target audience of 18-to 24-year-old men. As part of this strategy, the brand has created eight online characters, including Lord of the Dance and The Kebab King.

Lawrence adds: "There is a credible role for Foster's to provide entertainment as the laid-back lager brand which does not take itself too seriously."

In the standard lager category, Foster's continues to trail the category leader, Carling.

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