Advertiser: MILLERCOORS
Agency: LEO BURNETT CHICAGO, ARC WORLDWIDE
Category: Alcoholic Drinks
Advertising campaign: FOSTER'S AUSSIE SIX-PACK
Director Of Production: Denis Giroux (Leo Burnett)
Planner: Elizabeth Harris (ARC Worldwide/Leo Burnett)
Managing Creative Director: Jim Carlton (ARC Worldwide/Leo Burnett)
Account Director: Julie Glick (ARC Worldwide/Leo Burnett)
Creative Director: Matt Denten (ARC Worldwide/Leo Burnett)
Associate Brand Manager: Abby Brock (Foster's/Millercoors)
Creative Director: Avery Gross (Leo Burnett)
Creative Director: Brian Shembeda (Leo Burnett)
Associate Brand Manager: Brooke Little (Foster's/Millercoors)
Account Director: Chris Emery (ARC Worldwide/Leo Burnett)
Creative Director: John Florek (ARC Worldwide/Leo Burnett)
Brand Manager: John Ford (Foster's/Millercoors)
Senior Producer: Rex Kahr (ARC Worldwide/Leo Burnett)
Producer: Sara Cort (Madden Communications)
Account Executive: Veronica Vasselli (ARC Worldwide/Leo Burnett)
Client Brief Or Objective
In the US, Foster’s is a Convenience Store brand. Its primary package, the Oil Can, is a 25.4oz oversized single-serve (2X larger than a typical 12oz serving). For consumers, Foster’s was seen as a lonely massive single to shed the day by themselves, not socially with friends.Even if our shoppers wanted to buy multiple Oil Cans to drink socially, its size made it difficult to carry to checkout (not very convenient). Grabbing a multi-pack of another beer was just easier.We needed to change perceptions so our drinker considered Foster’s as a 'social beer' - not a 'loner beer'.
Outcome
The Aussie Six-Pack not only overcame the consumer problem by making the Oil Can more social, but overcame the shopper problem by helping shoppers easily buy multiple Oil Cans each trip therefore helping retailers sell more Foster’s. oOil Can distribution in C-stores increased by 4% during the program.oPOS orders were 160% above plan oAussie Six-Pack carrier orders were 100% above plan.oSales increased 16% in the 13 weeks that the Aussie Six-Pack program was in market, which is remarkable given that overall C-store beer sales had been declining 3% prior to the program .
Implementation
We created The Aussie Six-Pack. Utilizing an ingenious three-Oil Can carrier that we developed with our client’s production partner, we now had a tool available at shelf that allowed consumers to put three Oil Cans together for multiple purchase. As each Oil Can contains 25.4oz of beer (more than double a typical can), when you put three together the Aussie Six-Pack provide more beer than a typical six pack and in doing so turned this lonely 'single' into a quirky multipack ready for a party with friends.
Relevancy
ATL positioned Foster’s as a more social beer. Spots showed Foster’s in social situations and introduced the idea of three Oil Cans being served together.Sell-in efforts got beer distributors/retailers excited. Sharing the spots, supported with Aussie Six-Pack carrier merchandising tools/POS, single UPC code simplicity – all equipped them to sell more Foster’s.Digital and Gas Station media intercepted guys before 'happy hour' with ads on pages our target frequented and driving them in-store from the pump. Once in-store POS/Merchandising highlighted the sociability of the Aussie Six-Pack and carriers created an easy way to haul multiple Oil Cans to checkout.