AFTER weeks of indecision, Foster's has finally decided to unveil the latest incarnation of the Carlton Draught Made From Beer campaign on the internet, after canning its television debut and admitting to a lapse in judgment.
In an ironic twist for a brand that has gained much respect with marketers for its cutting-edge use of the internet, Foster's pulled all seven versions of the ''Carlton Draught Trio'' ad from TV schedules just before its launch in late February, conceding the campaign might offend some viewers.
But the alcohol giant has now decided the big-budget campaign is good enough for online, posting it on a purpose-built microsite, anyexcuse.com.au, in the hope its target market will come looking.
Foster's will then decide whether to proceed with a television component after it sifts through consumer feedback.
The turnaround comes weeks after Foster's announced it would not proceed, despite it being the biggest brand campaign of the year for Carlton Draught.
Foster's won't name names, but sources said company CEO Ian Johnston is believed to have pulled the plug. The corporate dithering comes as a surprise given that Foster's broke new ground when it launched the Carlton Draught Big Ad online five years ago. And yet rather than using the internet to parade its latest work, the company is using the web as a type of damage limitation exercise.
The indecision displayed by Foster's has left Australian creative agencies cringing. Beer is one of the most sought-after categories in which to work given the endless creative opportunities it presents.
Industry rumours suggest the move to place the banned ads online was a carefully engineered publicity stunt, but Foster's is adamant this is not the case.
Vincent Ruiu, group marketing manager at Carlton Brands, says the gentler approach of an online launch enables Foster's to evaluate whether fears the material could be offensive are valid.
''The internet is a sharper instrument than television, which hits a broad range of consumers. I believe our target market will go looking for Carlton Draught material online. And online, it's unable to offend anyone.''
The campaign was created by Clemenger BBDO Melbourne executive creative director Ant Keogh, who wrote the song in the ad and performed it live to senior Foster's management late last year. The ad was approved by then managing director Alex Stevens, who resigned in December because of ill-health.
