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Foster’s vintage games and glassware take consumers back to 1888

Tuesday July 2, 2013 at 3:33pm
Heineken, the UK’s leading cider and beer business, has launched new summer promotions for its flagship mainstream lager brand Foster’s, celebrating Foster’s 125th anniversary. The promotions are the first work for Foster’s to be created by recently-launched agency Incahoots. On trade drinkers are being given the chance to win a range of vintage bar games, while off trade shoppers can win stylish Foster’s 1888 branded glassware. Foster’s 1888 Vintage Games will run in over 5,000 pubs and clubs across the UK from July 2013, offering drinkers the chance to win instant prizes in a scratch-card promotion inspired by pub games that were popular in Australia in the 19th century. Winners can collect an assortment of retro designed pub games including playing cards, poker dice, a vintage games book and table quoits. POS will also encourage consumers to visit www.fosters.co.uk, where they can download a free Foster’s 1888 vintage skittles app and test their bowling skills online. Simultaneously, off trade shoppers can win a limited edition Foster’s 1888 beer glass when they purchase specially-marked packs of Foster’s 1888 redesigned cans bearing a vintage brand logo honouring the brand’s 125th birthday year. The limited edition can design was inspired by the original label that appeared on Foster’s bottles when the beer was launched in Melbourne in 1888. The promotional activity represents the brand’s biggest through-the-line investment to date and is part of a multi-million pound marketing support programme commemorating the brand’s anniversary. Gayle Harrison, brand director - Foster’s at Heineken, says: “The Foster’s 1888 Vintage Games and glassware promotions will heighten brand engagement and toast Foster’s history of providing true lager refreshment since 1888.” Nicola Rodrigues, managing director of Incahoots, adds: “We wanted to ensure the campaign and creative reflected the brand’s true heritage. Many consumers aren’t aware that the product was developed in the searing heat of Australia by the Foster Brothers back in 1888, so our job was to convey that brand truth without losing the essential message of refreshment."
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