Brand ········· Foster’s
Agency ······ Publicis London
Love You
Cans
Cans
Turning Foster’s cans
into the love
language
between mates
As friendships drift apart, 8M middle-aged British blokes feel lonely at least once a week. But meanwhile, 61% of them feel awkward reaching out to their mate. How could Fosters, an Australian lager that wants to make British mates drop their front, find a way to help?
Research has shown that 59% of British men bond with their pals through affectionate insults. So to UK mates, “I love you” often sounds like “ya w*nker”.
That’s why we launched a unique series of cans to help mates reconnect, taking out Foster’s iconic wordmark to make way for common rude nicknames among British mates: d*ckhead, kn*bhead, b*llend, w*nker, t*sser.
Order your mate a “personalised” can with their “name” on it, at loveyoucans.com. A fun, stress-free ice-breaker that comes with 2 free pints on top.
Research has shown that 59% of British men bond with their pals through affectionate insults. So to UK mates, “I love you” often sounds like “ya w*nker”.
That’s why we launched a unique series of cans to help mates reconnect, taking out Foster’s iconic wordmark to make way for common rude nicknames among British mates: d*ckhead, kn*bhead, b*llend, w*nker, t*sser.
Order your mate a “personalised” can with their “name” on it, at loveyoucans.com. A fun, stress-free ice-breaker that comes with 2 free pints on top.
—
“Speak To The Love Language Of Mates”
Teasers: We teased the launch of the cans with wild posters and some online clips
—
“The Insult Isn’t The Barrier.
![]()
“The Insult Isn’t The Barrier.
It’s The Catalyst.”
OOH:
Inviting the nation’s
mates to reconnect
with Love You Cans
(London, Manchester,
Newcastle, Cardiff)
Inviting the nation’s
mates to reconnect
with Love You Cans
(London, Manchester,
Newcastle, Cardiff)
—
“Taken ‘This Drink’s Got Your Name
![]()
“Taken ‘This Drink’s Got Your Name
On It’ To A Whole New Level”
Influencer Activation: Tactical collaborations to target the message at our blokes
—
“Prompting Real-World Interactions
In An Age Of Digital Loneliness”
Results
![]()
The cans were sold out in 24 hours
![]()
The cans were sold out in 24 hours
