Foster's launches Art of Chilling global marketing campaign

MUMBAI: Beer brand Foster's, launched in 2001 in India, recently unveiled its Art of Chilling (AOC) global marketing campaign. The campaign was devised after studying how Indian audience relax and will associate with cricket, music, follow trends, travel or even simple everyday chilling activities like watching TV.

Foster's has also created events like Foster's Art of Chilling@Home Parties and Foster's LOL evenings. Mr. Deepaknath, category head, SABMiller India explains, "LOL Evenings allows consumers to chill out with friends by sharing of common interests, especially humour, which is core to the Australian essence of Foster's."

As part of the campaign Foster's has also setup Foster's AOC zones around the country. These AOC zones, which are essentially theme bars are currently present in 3 zones in Bangalore and the brand plans to roll them out to other markets as well.

Mr. Deepaknath claims the response to these outlets has been positive, "a few more outlets are asking us to replicate the zones in their outlets as well," he says. The brand is also engaging consumers in the digital medium through its newly launched web site, Facebook fan page and Twitter account.

Foster's has also created its created virtual characters called Chill Head who report about trends and topics touching consumers' interest covering gadgets, music and sports.