HEINEKEN has launched a new marketing campaign for its recently launched Foster’s Radler lager.
The beer, which combines Foster’s with cloudy lemon, is being promoted through a new television campaign as well as print and outdoor advertising.
A product sampling campaign will also look to reach around 500,000 consumers.
“Within just a few weeks of its launch, sales of Foster’s Radler topped the three million bottle mark and the decision to bring forward plans for TV support recognises the exciting potential of Foster’s Radler to bring new consumers to the mainstream lager category,” said Gayle Harrison, brand director for Foster’s at Heineken.
