WPP-owned branding and packaging group Coley Porter Bell has completed a global redesign for Foster’s lager multipack packaging.
Using four themed executions, CPB’s designs integrate the Foster’s ‘F’ roundel into straplines on the packs for the first time. As multipacks command a significant amount of shelf space, they can be used as in-store advertising and branding collateral, says CPB creative director Martin Grimer.
Grimer contrasts CPB’s work with that of its rivals. ‘People often treat multipack [design] the same as the can. Our ethos is to treat the packaging much more like media,’ he explains.
Scene-setting copy on the pack plays on a ‘contemporary Australian attitude’.
This copy-driven idea is intended to personalise the brand in a global market, says Grimer. The design is flexible enough to be adapted to other themes or events and may be extended beyond the four initial themes and, potentially, to other Foster’s products.
CPB won the business on the basis of its earlier work for Foster’s parent company Scottish Courage.