The campaign aims to deliver 144,000 consumer trials of the new Foster's with in-can "Scuba" and Kronenbourg 1664 with "Dynamo Système" during 480 days of activity.
Phase one is now underway at 40 Morrisons' stores nationwide, with the second phase of activity set to take place in Asda and Sainsbury's stores throughout July.
In each participating store, brand ambassadors will educate shoppers about the new products before offering them a complementary sample and money-off vouchers.
Shoppers will also have the chance to win the ‘Foster's Ultimate Lads' Night package - a state-of-the-art home entertainment system, games console, plasma TV and a fridge to keep their favourite beer cold.
"In the current economic downturn, many drinkers are looking for good quality, value-driven leisure time at home," said Because managing director Sharon Richey. "On-shelf competition between brands has never been more intense. By engaging with the shopper right at point of purchase we will help keep these innovative products front of mind and ensure that S&N stays one step ahead of its competitors."
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