:: adgruntie :: Fosters drops TV spots

+ Fosters drops TV for the internet.

The new format will still retain an Aussie flavour, using Foster's familiar "F" inside an "O" logo, above the new slogan of "Crack Open a Friendly", intended to cement the image of Australians as a matey, sociable bunch.

But the internet promotion will, to borrow a slogan from one of Foster's main European competitors, reach places other beers cannot. The heavy.com ads will carry a competition to win a date in Las Vegas with an Australian model by answering questions based on video clips about the 10 girls posted on the site.

Foster's advertising firm, Ogilvy & Mather, also plans what it calls a "viral" campaign, with commercials made to look like homemade videos which it hopes will create a word-of-mouth buzz about the brand.