Foster’s Radler, Heineken’s new combination of Foster’s lager cut with cloudy lemon, brought a touch of Aussie sunshine and a taste of Australian beach life to shoppers with a new live brand experience campaign.
Created by Arc London, the activity captured the laid-back attitude that permeates Foster’s TV advertising by installing a beach hut themed stand in selected Tesco stores around the UK.
Consumers were invited to visit the beach hut and trial Foster’s Radler on their way into store. They were also offered the added incentive to purchase the brand with a stepped coupon offering 50p off every week for the next four weeks. Since Foster’s Radler was launched by Heineken in March 2013, total sales have topped 13m bottles.
Craig Clarkson, category and trade marketing director – off trade at Heineken, said: “Foster’s Radler was created to meet the growing number of occasions when consumers want a great tasting beer with a little less alcohol. Engaging brand experiences like this play a vital role in driving awareness and trial at point of purchase.”
Will Glynn-Jones, head of experiential at Arc London, said: “This is a crowded category and Foster’s Radler needs to stand out against other NPD. This creative experiential campaign at front of store was all about engagement and trial with the aim of driving on-going purchase.”