MARKETING SOCIETY AWARDS for EXCELLENCE 2012: Brand revitalisation

WINNER Foster's (Agency: Adam & Eve)

Heineken's relaunch of Foster's lager is one of the brand success stories of the past two years. A tired brand with an incoherent identity, old packaging and a 'No worries' proposition that had become irrelevant, Foster's was in need of a turnaround. Against the background of a declining lager market and intense competition, the Foster's team at Heineken reinvented the brand's identity, commissioned some outstanding advertising, built brand affinity and launched successful innovation in the shape of Foster's Gold.

Agency Adam & Eve was hired to create a new comedy platform for the brand to target 18-34 year old 'Tribal Drinkers'. These guys live for Friday or Saturday nights down the pub or at mates' houses. They face social dilemmas such as whether to move out of home, get married or how to deal with friends who wind them up.

The ad campaign revisted the 'No Worries' theme, but crucially linked the laid-back Australian lifestyle to the down-to-earth reality of life in the UK. This was achieved via a long-distance phone call between a UK Tribal Drinker and the laid-back, self-assured 'agony uncles' Brad and Dan. The 'Good Call' campaign refreshed the 'No Worries' positioning and boosted the brand's comedy status.

This was built with the launch of Foster's Funny, featuring comedy content online from the likes of Alan Partridge and Reeves and Mortimer. The website was backed by Foster's sponsorship of comedy on Channel 4.

Judges called it 'a textbook example of how you overhaul a brand. It looked at everything it needed to do to revitalise the brand and did it impeccably,' they said.


British Airways (Agency: Bartle Bogle Hegarty)

British Airways' 'To Fly. To Serve' ad campaign has re-ignited pride, passion and belief in the country's national carrier. The brand has been battered from many different quarters for a number of years and gradually lost its identity and meaning. The ad campaign by Bartle Bogle Hegarty aimed to recommit to the core service ethos of the brand but without papering over the cracks. Engagement has revitalised belief in British Airways' core promise and judges praised it as 'strategically very robust'.


Twinings Tea (Agency: Abbott Mead Vickers BBDO

The upmarket tea brand Twinings has successfully broken out of its niche positioning and managed to persuade its largely female target audience that its range of products is not just designed for special occasions.

The 'Get Back to You' campaign created by Abbott Mead Vickers BBDO, communicated the feeling of restoration - the brand's main promise - using beautiful animated stories to show how the experience of Twinings helps women 'journey back to themselves' so they understand its restorative powers in their everyday lives. The revitalisation strategy led to Twinings' highest-ever market share of 14.1%. Judges said that the radical executions were 'disruptive in a gentle way'.


  • Smooth Radio, GMG Radio brand revitalisation
  • Unilever, Flora Cuisine
  • Museum of London, How the Museum of London got the wow factor


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


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message