Foster's set to remake British comedy shows

Foster's moves into branded content
Foster's moves into branded content

Foster's is to extend its humour-based marketing strategy by reviving a series of classic British comedies online.

Under the plans, the Heineken UK-owned lager brand will commission the production of one-off episodes of some of the UK’s all-time favourite comedy shows. It aims to use the producers, writers and talent responsible for the original programmes.

Details are yet to be finalised, but Gayle Harrison, Foster’s  marketing manager, cited I’m Alan Partridge and The Fast Show as examples of the type of show the brand plans to recommission.

She said the drive would give the brand credibility among its target audience of young men. The content would be accessible via its website.

The initiative is intended to build on Foster’s title sponsorship of the Edinburgh Comedy Awards and Channel 4 comedy.

The lager brand has also unveiled its first comprehensive redesign since its UK launch in 1976. The fresh look, created by design agency BrandMe, will be rolled out across all Foster’s marketing material with the revamped can featuring in new TV ads.

As part of a wholesale investment in the brand by Heineken UK, Foster’s marketing spend will increase by 35% over the next five years.

Click here for Editor’s comment.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
ASH runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer
Mumsnet admits users' emails and passwords accessed via Heartbleed bug backs 'rubbish' mobile app with TV ad
Powerade launches global World Cup campaign
Burberry's flagship Shanghai store facade responds to weather changes
Subway considers taking fast food to fast lane with F1 sponsorship
Ikea splurges 'grey' Belgium with colour
Grim outlook for Tesco boss Philip Clarke ahead of expected profits fall
Thomson to create first crowd-sourced wedding decided by Facebook fans
Currency wars meets origami in Alpari FX trading ad campaign
Amazon rumoured to launch 3D smartphone in September
Facebook to allow European users to store and transfer money on site, claims report
Unilever pilots multi-brand advertising with YouTube beauty channel
Lego, Coca-Cola, Net-a-Porter, Bitcoin and AOL: the digitally creative brands
Dove tries to tell women their beauty is innate through placebo patches
Wonga faces social media storm after forcing Twitter to remove satirical material
Spotify tells the stories of relationships with music
Skype contrasts real stories with 'saccharine' style of Google and Apple
Top 100 UK advertisers: BSkyB increases lead as P&G, BT and Unilever reduce adspend
Viral Review: One Direction perfume 'prankvert' should have been a bigger hit
German beer brand Warsteiner tells drinkers to 'do it right'
SSE signs 10 year deal to sponsor Wembley Arena