Heineken UK has redesigned the packaging for Fosters lager. This new design helps Foster to strengthen the brand's position in the off-trade market.
This new look showcases a kangaroo jumping around the base of the can. It uses silver colour and a modern type face to give the packaging a more contemporary feel.
It retains the iconic blue colour but modernises the ‘F’ roundel for greater standout, reported by PackagingNews.
Heinekn marketing head for the off-trade Shaun Hayes said that the new Fosters packaging aims to give the brand more personality, whilst affirming the modernity and quality of the brand among the key target audience.
“Our new packaging is bold, colourful, simple and clear and is designed to support retailers creating impactful, eye-catching displays,” Hayes added.
The new packaging is part of a multi-million pound marketing campaign that focuses on humour and includes new TV advertising.