Foster’s Beer. TV out, Online 100% in
In a world first, Foster’s Beer have announced the removal of all of their TV advertising presence and shifting a budget of USD 5 million online after a struggle to reach their target audience of 21-25 year old males. The company has bought ads on Heavy.com a site which is popular amongst young males (blocked by [...]
In a world first, Foster’s Beer have announced the removal of all of their TV advertising presence and shifting a budget of USD 5 million online after a struggle to reach their target audience of 21-25 year old males.
The company has bought ads on Heavy.com a site which is popular amongst young males (blocked by Etisalat). The main highlight is an online dating game which Heavy.com has created and where viewers can watch videos of 10 single women talking about themselves and vote on which women they like best.
Foster’s will also create light hearted video commercials with the purpose of posting only on other sites. Again, not for TV.
It will be interesting to see the effects of this on the sales of Foster’s as well as other brands whose target audience can only be reached online.
It is definitely a brave move on Foster’s part and although the TV budget was small compared in terms of TV spend it will definitely go much further Online especially with the strategy and approach. Can’t get any better for men than Beer, Women and Online.
