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Foster's relaunches Cougar bourbon

By Published on .

[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.

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.

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