Heineken gives Foster’s a makeover

08 March, 2017

Heineken has announced it will be launching a new design for Foster’s, which will roll out into stores from April.

The new look will be implemented across the full brand range including Foster’s Gold and Foster’s Radler.

Key changes including the repositioning of the silver border, which is now angular and sits on the left corner, plus the adaptation to a more dynamic and impactful rounded shape, which highlights the Foster’s ‘F’.

The Foster’s brand dates back to 1888, when founders William and Ralph Foster pioneered ice-cold beer in Australia. The brand’s refreshment credentials will be leveraged across the new packaging.

Ifeoma Dozie, mainstream beers director at Heineken, said: “As the category leader in classic lager, we are excited to reinvigorate the brand design by re-establishing the Foster’s refreshment credentials through the brand’s distinctive heritage story. The refreshed packaging, plus exciting activations around the ongoing English Cricket Board partnership, will ignite passion amongst shoppers. We are committed to supporting the brand which currently holds 40% value share, and is a huge sales driver for retailers.”




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