Heineken Invests In Major Marketing Campaign for New Premium Lager

Aiming to boost their appeal in the premium lager sector, Heineken is now launching a new multi-million pound marketing campaign to promote their Foster's Gold product.

The 'Gold' activity is being developed by creative agency Adam and Eve. They are to introduce the new strapline 'Australian for Chic' in order to promote its "posh qualities" to discerning consumers.

Advertising characters Brad and Dan, who have proven popular in previous TV ads, will continue in their Agony Uncle role for the new campaign.

Head of Customer Marketing at Heineken, Doug Walker, has explained that sales of the Foster's Gold brand have thus far exceeded expectations - 33 million pints have already been sold in shops since it launched last August.

He commented: "Harnessing the power of Foster's, the nation's favourite mainstream lager brand, to produce a premium bottled lager that fills a gap in the market has provided a great opportunity for retailers as it gives them the confidence to stock a well known brand at a premium price shoppers are happy to pay."

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