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Heineken redesigns Fosters packaging with contemporary look
Heineken UK has redesigned the packaging for Fosters lager to help strengthen the brands position in the off-trade market.
The new look introduces a kangaroo jumping around the base of the can and uses silver and a more modern typeface to give the packaging a more contemporary feel, Heineken said.
It retains the iconic blue colour but modernises the 'F' roundel for greater standout.
The redesign comes a week after
Shaun Hayes, Heineken head of marketing for the off-trade, said the new Fosters packaging "aims to give the brand more personality, whilst affirming the modernity and quality of the brand among our key target audience".
"Our new packaging is bold, colourful, simple and clear and is designed to support retailers creating impactful, eye-catching displays," said Hayes.
The new packaging is part of a multi-million pound marketing campaign that focuses on humour and includes new TV advertising.
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