— ROLE

Lead Art Director

— DATE

06/01/2012

— AWARDS

2 Gold Reggies

1 Bronze Effie

Challenge

Foster’s Oil Can was perceived as a solitary purchase, limiting sales growth and distribution. The objective: reposition it as a social beer and unlock new usage occasions.

Idea

Introduce the “Aussie Six-Pack” — combining three 25.4oz Oil Cans into a party-ready multipack with a custom carrier, transforming a single-serve into a shareable experience.

Supported by innovative in-store rack solutions for space-constrained retailers and a refreshed “Australian for Beer” campaign to reinforce the new social positioning.

Impact

Expanded distribution and drove significant sales growth by reframing the Oil Can as a social format.