TV/Cinema...

The brief from Foster's is as follows:

Create a new brand under the ownership of Foster's which will penetrate the market of female drinkers, aged 18-34, who are influenced by fashion trends, reality television and lead fun social lives. The current brand identity will remain separate - so as not to alienate the current males who are loyal to the brand...

---------------------------------------------------------------------------------------

The first idea continues with the Fruit Lager Brand, and communicates the message of refreshment heavenly taste.

The advert starts in a busy bar or pub, with a group of women around a table. Only the sound of the bar can be heard.

One of them lifts a glass of new 'Perfectly Peach' fruit lager, from Foster's, with the camera zooming into them drinking it. 

Her facial expression is one of enjoyment and refreshment. She then closes her eyes and the sound of the bar  cannot be heard.

Her surroundings change around her to a paradise within a peach orchard. Only her position remains where it is, still drinking the lager. This communicates the heavenly taste and refreshment of the new lager she is drinking. The sounds of the orchard can now only be heard - i.e. birds, wind in the trees etc. 

This feeling lasts for a few seconds - enough time for the viewers to immerse themselves in these heavenly surroundings.

The film quickly cuts back to her opening her eyes and the sound of the bar/pub start again. Her surroundings are back to normal. She exhales the word 'Perfect' - in line with the name of the lager. 

The friends continue chatting and laughing etc. while the camera slowly zooms out and pans backwards to another table within the pub/bar. On it is a bottle and a glass of 'Perfectly Peach' fruit lager on the table. The focus is now on this, with the girls in soft focus behind it. (Something Similar to the image below, but with the branded bottle and glass...)

A women's voice-over in a soft Australian accent says: 'New, Perfectly Peach fruit lager... from Foster's.'

---------------------------------------------------------------------------------------

The second idea aims to communicate the different personalities of the three new flavours of Fruit Lager - with each flavour is represented by a different woman. The advert tells the story of how each woman gets to a pub/bar to meet the others in their own individual way. 

The ad starts with each girl receiving a text message on their mobiles saying 'Meet at the Queen's Arms in five?'   

The camera is fast-paced between shots of each girl. The music in the background is also high-tempo and lively, maybe something like 'Fire' by Jimi Hendrix...

The first girl shown is 'Peach'. She is blonde-haired and is walking towards the camera down the street. The film then pauses to show some text. It is a description of both the flavour of the lager, and the woman representing it: 'Perfectly Peach. Sweet and Zesty, with a pale complexion. An aroma like no other.' The film then restarts. She hails a cab and gets in. 

The camera then switches to 'Strawberry'. She has strawberry blonde hair and is cycling through the city on an old-fashioned bicycle. Again, the film pauses to show some text that describes the flavour of the 'Subtly Strawberry' lager, as well as the girl who is representing it: 'Subtly Strawberry. Beautiful and vibrant, with a subtle strawberry scent.' The film restarts.

The final flavour to be shown is 'Raspberry'. She has dark reddish brown hair and is on a crowded tube train. Once again the film pauses to show text that both describes the flavour of 'Reassuringly Raspberry' lager and the character representing it: 'Reassuringly Raspberry. Strong and exciting. Most of the time sweet and refreshing, but sometimes a bit sharper.' The film restarts. 

They all meet each other at the bar/pub and greet each other. They all go in together. 

The camera then switches to a table inside the pub/bar with the full range of Fruit lagers on it. An Australian female voice-over says: 'New Fruit Lagers from Foster's. The perfect combination for any occasion.'