The television campaign developed by Saatchi & Saatchi uses the horse as the core idea, but with a twist - two cans of Foster's being tapped rhythmically on a countertop, the sound later morphs into that of horses galloping to the Lone Ranger tune. Saatchis Vietnam general manager, Michael Rebelo, said the aim of the execution was to try to cut through the clutter and drive up sales and market share during this peak period for beer sales as consumers buy it as presents for this gift-giving season. "We wanted something different which reflected Foster's brand positioning - relaxed and witty but premium. People start buying and storing beverages including beer about two months before Tet and that's why it's important to have a cut-through campaign and that includes a unique promotional giveaway."
Foster's taps new beat for Tet beer battle
HO CHI MINH CITY: Foster's is tapping a new beat as it attempts to close the gap on premium market leaders Heineken and Tiger Beer during the all-important run-up to Vietnam's Tet (Chinese New Year) in mid-February.
Dispensing with traditional imagery, including the animals which make up
the Chinese zodiac like the horse for the coming year, the Australian
beer brewer has taken a humorous route.