Fosters to put British comedy shows online

Lager brand Fosters is to make a bold move into branded entertainment by reviving a series of classic British comedies and broadcasting them online through its website.

It’s a dangerous initiative but probably a good idea for the Australian brand whose recent commercials have never matched the peak of the Paul Hogan films that transformed the brand’s performance over here in the 1980s. Especially the latest Another Good Call campaign which isn’t really cutting it.

Sensibly Fosters will use the original producers writers and artists to recreate one-off episodes of favourite shows such as I’m Alan Partridge and The Fast Show.

If it works this should revive Foster’s position as a pioneer in using comedy in marketing. Yet will the audience sit through a full show online? Even the Partridge and Paul Whitehouse shows may have a distinctly dated look now we’re all used to quirky viral clips and stunts.

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About David O'Reilly

David is a former deputy editor of Campaign and writer for a number of leading titles including Management Today and the Sunday Times. He is a partner in The Editorial Partnership.