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Foster’s Group

Issue 9 | December 2008

Background

In Australia, Stella Artois is the #1 international draught beer, but the brand had a long way to go before it caught up with local brews such as Crown Lager or Victoria Bitter. Because of this, Foster’s created a new sales team to concentrate on selling Stella Artois. Although this team was aware of Stella Artois’ origins, it didn’t have a good understanding of the brand’s character or its association with film. Rivet’s job was to produce a sales presenter that would get the team excited about Stella Artois and make it easier to sell the beer to pub and bar managers.

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