Foster's - Be Enormous
Crocodiles need not apply. Foster’s had always relied on cliché Crocodile Dundee-like Australian imagery to sell its lager. It was time to get away from that, and create new relevance for the brand. But we didn't want to walk away from 20 years of brand equity. So we kept the essence of their Australianess–boldness, confidence, daring–and summed it up in two words: Be Enormous.
Every ad offers a tip on how to maintain an enormous lifestyle. Small space ads were peppered en masse throughout men's magazines. And full-page ads came with real products attached–things like mustaches and dog tags–to help you achieve your enormous goals. Oversized matchbooks, large enough to become a little black book were placed in bars as well as oil can-sized coasters and urinal posters with enormous trivia and toasts.
