Foster's Lager Brand History

I had the pleasure of working on one of Australia’s most Iconic brands from the mid 1980’s commencing as CUB Australia’s Market Research Manager working right through to 2005 in my final role as the International Marketing Director for Fosters Group.

I developed this brand history reel to tell the Foster’s brand’s story through its advertising and promotion worldwide up to that period.

Enjoy a slice of Australian advertising history from one of our largest ever consumer brands.

From Victoria’s Favourite Beer in the 1960’s and 1970’s, the Fosters brand broke through the traditional parochial local state brand and brewer loyalties to become Australia’s Favourite Beer throughout the 1980s .

Similar brand success was also playing out in international markets, particularly in the UK, where Foster’s Draught was breaking through the UK tied-house distribution system and building its reputation as a refreshing lager with characteristic Australian style, replacing the flailing warm-ale UK pub culture.

Increasingly from the 1990s as Fosters continued to grow in international markets with its annual international brand sales growing to be in excess of the total beer brand sales of CUB in Australia, it increasingly become an enigma,- the Australian brand, famous all around the world - the brand that Australian beer drinkers were increasingly moving away from at home in Australia.

Watch the campaign progression of the domestic Australian advertising as it follows the brands dominance in Australia’s 80’s through to its falls from the1990’s.It became imperative for CUB to mange the brands domestic decline and reputation at an important stage in it’s international market growth, including through the 2000 Olympics when the world’s eyes were focused on Australia and Fosters as the beer sponsor of the Sydney Olympics Games..

As Vice Principle Marketing & Communications at the University of Melbourne Pat was instrumental in many projects that advanced the outreach of university academic “experts” in helping the public make sense of complicated issues in the public domain.

Two key projects:

• 1. Mellourne University’s TV Studio. The development of a TV studio at Melbourne University for daily outreach to enable academics to link to commercial news networks for interviews and dialogue on current social issues.

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• 2. The Conversation Media Group. Nurturing the development of The Conversation media platform, housing the developers within my media team and providing resources and commercial guidance in the development of the proposition for commercial development. Here’s the original commercial proposal which my team pulled together with the founding partners Andrew and Jack.
  

Launched in July 2017,  to coincide with Open Day - A New State of Mind positions the University of Tasmania as Tasmania's world leading university, uniquely Tasmanian and committed to the growth & prosperity of the community it serves.

Launched in February 2017 the Believe in Change campaign, a first for the psychology profession, aims to build broad awareness and acceptance of the role of APS psychologists in assisting in the mental health and wellbeing of Australians.