The campaign is led by TV spots from independent M&C Saatchi, Melbourne, that associate Cougar with male bonding and that are reminiscent of Miller Brewing Co.'s tall-tales ad series for Miller Lite. In each execution, "Cow," "Rear Window" and "Dream," humorous events happen to one member of a tight-knit group of guys when he is alone. As he relates the bizarre experiences to his friends while drinking Cougar, each story takes on a life of its own, reinforcing the tagline, "It never happened 'til you tell your mates." The spots are supported by print and outdoor ads and new packaging.
Foster's relaunches Cougar bourbon
[Melbourne, Australia] Carlton & United Beverages, part of Foster's Group, hopes to broaden its footprint in Australia's dark-spirits market with a new look for Cougar, the third-largest bourbon brand in that market. Advertising highlights innovative product extensions such as six-pack cans pre-mixed with cola, a bottle version and the introduction of Cougar on tap, similar to draft beer, in bars.
