Foster’s 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 flavours: Spiced Rum and Classic Rum.

The campaign, ‘Rum Unleashed’, is worth £2m and aims to drive visibility and trial of the new range. The campaign includes outdoor, radio and sampling activity, and targets consumers looking for exciting flavours to enjoy.

Outdoor advertising will appear across sites in London, Manchester, Nottingham, Liverpool and Birmingham, with the tagline ‘Rum Unleashed’.

A 30-second radio ad will run across stations including Capital FM, Kiss FM and Kerrang, calling on listeners to ‘Discover the great taste now’, and more than 300,000 samples will be distributed in city centres.

Ifeoma Dozie, beer brand director at Heineken, says: “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.”

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