Heineken rolls out new 440-ml can for lager brand Foster's, featuring chrome finish and references to brand's Melbourne, Australia, origins, in effort to increase quality perceptions and shelf stand out
May 28, 2014
(Industry Intelligence Inc.)
– Heineken NV has released a new 440-ml can for its flagship lager brand Foster's, designed to increase engagement and awareness between shoppers and the beer, TalkingRetail reported on May 27.
The new pack is part of Foster's heritage campaign, which celebrates the history of the Foster's brothers William and Ralph, who first introduced the lager to Australians in 1888.
"As cider and beer shoppers become more discerning, they are increasingly seeking quality and heritge and, by highlighting Foster's 126-year old heritage credentials, the pack redesign will increase quality perceptions and shelf stand out," said Craig Clarkson, a category and trade marketing director at Heineken.
With additional details and a chrome finish, the newly designed package features references to the brand's Melbourne, Australia, origins for the first time along with a more modern and crafted feel.
The primary source of this article is TalkingRetail, New York, New York, on May 27, 2014. Click here to read the primary source's full version of the article.