Foster’s taken to the cleaners with new ad

Man working in drycleaners

Heineken has released a new advert for Foster’s, ahead of an on-pack promotion hitting shelves from 25th April.

Entitled ‘Drycleaner’, the ad tells the tongue-in-cheek story of a young Aussie who works in a drycleaners while trying to decide what to do with his life. He tries on various uniforms that customers have dropped off for cleaning, to see which career suits him best. At the end of the advert, whilst chatting to a group of firemen and dressed as one of them, he is offered a free round of Foster’s for him and his mates. The final frame reads ‘For The Thirsty’.

The new TV campaign, airing now, aims to raise awareness amongst Foster’s target audience ahead of the busy summer trading period. The campaign will also include digital activity comprising social media and video-on-demand.

In addition, as part of the brand’s Channel 4 Comedy sponsorship, idents featuring the character from the ad will be aired on Channel 4 over the next year. They show him in absurd situations, trying on different costumes and giving different jobs a go, with humorous results.

Using the TV advert as inspiration, from 25th April, all Foster’s mid packs in the off-trade will also feature an on-pack competition, offering shoppers the chance to win ‘Epic Experiences’. The top-level prizes are based on the characters from the new TV ad, and each pack contains a winner from one of the three prize-tiers. Entry level prizes include £1 off a four pack of Foster’s Rocks with top tier prizes involving Epic Experiences in the UK or abroad for the winner and a few lucky friends. Experiences include learning to fly in Las Vegas or learning to surf on Bondi Beach.

Ifeoma Dozie, Brand Director for Heineken, said: “Fans of Foster’s are thirsty for stories to tell their friends so we want to offer them the chance to win great experiences they can share with their mates. From its very beginning in 1888, Foster’s has been the can-do brew and this campaign and on-pack promotion will inspire consumers to pick up a mid-pack so they have the chance to win.”

If you’re looking for a chuckle, the ad can be viewed on SLR’s Shopflix site.