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Foster’s Beer Relocates to the Internet

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Aug 4, 2006 

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Sarah Novotny  |

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Foster’s Beer Relocates to the Internet

As advertisers increasingly turn their focus to the online spectrum, Foster’s beer is taking it one step further by shifting all of its ads to the Internet. According to a Wall Street Journal article and a CNET News report, the Australian brewing company, known for its quirky TV ads, has used its advertising dollars to purchase ads on Heavy.com, a website popular with young adult males. The campaign will launch on August 16 in conjunction with Heavy’s “Massive Mating Game.” In addition to the ads on Heavy, Fosters will create humorous video commercials to be posted on other web sites.

The licensed owner of Fosters in the US is SABMiller, which also owns Miller Genuine Draft, Henry Weinhard’s Private Reserve, and Amstel Lager. Gary Stein, director of strategy for Ammo Marketing, felt that the complete shift from television to Internet is a relatively low risk investment for the brand, as Foster’s is the best fit for an Internet-only campaign within SABMiller’s labels. The TV-ad spending for the beer amounted to $5 million and Foster’s is in a niche category that includes non-premium International beers like Corona.

“You can certainly see SABMiller choosing this brand to experiment with,” Stein said. “That $5 million isn’t a huge amount of money, but it will probably go a lot further online.”

A decision to shift entirely online for the advertising of Miller Genuine Draft, the company’s best-selling beer, would, according to Stein, be a much bolder step. MGD’s chief competitors rely on TV ads, so it too must remain a presence in that spectrum.

Tags: beer and fosters

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