I’ll say this now. Foster’s is not going to improve sales (beyond awareness-driven trial purchases) with its new campaign. It’s not going to stick. They’re tryin to repeat the social positioning of Heineken and Corona. Remember you need to be symbolically unique AND you need to ground that unique identity. More bluntly, don’t be all things to all people.
The new tag has my Sanctioning Agent senses tingling – as in “DANGER!!! No, don’t do it.” The new tagline is "Crack open a friendly." Wha’? I remember an interview with Nicole Kidman (another popular Aussie export) with David Letterman and she used the phrase “crack a fat” which was slang for an erection. So, crack open a friendly may have an unintended double entendre for more explicit social dramas.
So long Foster’s, we hardly knew ye.
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