Heineken is launching an above-the-line campaign to support its latest innovation, Foster’s Rocks. This range of flavoured lagers is available now in two distinct flavours; Spiced Rum and Classic Rum.
The campaign, ‘Rum Unleashed’, is worth £2m and aims to drive visibility and trial of the new flavoured lager range. Including outdoor, radio and sampling activity, the campaign targets those looking for exciting flavours to enjoy.
A 30 second radio ad will run across targeted stations including Capital FM, Kiss FM and Kerrang, calling on listeners to ‘discover the great taste now’. Launching during Student Fresher’s weeks, consumers will also have the opportunity to sample Foster’s Rocks, with over 300,000 samples being distributed in city centres.
Ifeoma Dozie, Beer Brand Director at Heineken, said: “Foster’s Rocks taps into the growing consumer interest in new and exotic flavours, as well as the trend for flavoured lager, to offer something brand new for our target audience.
“The Rum Unleashed campaign will drive interest in the new product and the overall beer category, as well as the Foster’s brand, through a variety of relevant media touch points.”