Heineken has emblazoned a limited-edition run of Foster’s cans with swear words in the UK, in a bid to reach more male drinkers.
Citing internal research that found that 59% of UK men use swear words “as a way of expressing love towards their mates”, the brewer said it is aiming to “champion the love language of British men” with the launch. Alongside the novelty packaging, Heineken is running a competition called ‘Knob Holidays’, offering the chance for two male consumers in the country to win a trip to Australia.
“These aren’t just novelty cans,” said Heineken’s UK division. “They’re designed as an olive branch. Mates who’ve drifted apart can head online and send a ‘Love You Can’ directly to a friend, complete with a personalised note to act as an easy, no-pressure way to break the ice and open the door to conversation again in a style that rings true with mates all over Britain.”
The cans were made available to UK consumers via the Foster’s website, with an option to send one to a friend with a personalised note. The run was limited to 1,000 cans, all of which have already sold out.
The holiday competition is still available to enter via a dedicated ‘Love You Cans’ page on the Foster’s website. The 14-day holiday includes “recommended” trips to Yorkeys Knob in Cairns, Bald Knob in Queensland and Blue Knob in New South Wales – a “deep dive into Australia’s glorious knobs”.
Last year, Heineken updated the packaging for Foster’s in the UK, covering the brand’s lager and shandy variants.
