Foster’s is teaming up with YouTube stars, the Slow Mo Guys, in a campaign to support Foster’s Rocks, the spiced rum flavoured lager launched by Heineken last yea
The video sees the Slow Mo Guys – who host a science and technology entertainment web series with 7.5 million subscribers – demonstrate the combination of lager and spiced rum on an epic scale in a visually spectacular new video.
The film shows two balloons filled with different coloured paints crashing into one another on a giant pendulum in a spectacular slow-mo fashion, 40 times slower than real life.
The video supports Foster’s Rocks ongoing £5 million ATL campaign which is driving awareness and encouraging trial amongst those looking for new and exciting flavours to enjoy. The brand is set to continue investing during 2016 through radio, outdoor, sampling, PR and social support.
Heineken brand director Ifeoma Dozie said: “The adventurous antics of the Slow Mo Guys allow us to tell the Foster’s Rocks story in an impressive and shareable way. This campaign is designed specifically to reach our target audience of 18-24 year olds. We are confident the content will prove popular and continue to drive interest in the flavoured lager category to help us to build on the £2.1 million incremental sales that Foster’s Rocks has already delivered since launch.”
Foster’s Rocks, first launched last year, is available in 440ml cans in packs of four (RRP £4.50) and ten (RRP £11) and 500ml PMP packs of four (RRP £4.99).