Patriotic Canadian beer ad inspires Foster's

CANBERRA, Australia (Reuters) -- The beer ad that stirred Canadian patriotism by proclaiming "I don't live in an igloo" was such a good idea that Australia's top brewer couldn't resist borrowing it.

"I don't have a kangaroo for a pet. I don't wrestle with crocodiles and I don't wear a cork hat," a young Aussie male proudly proclaims in a television commercial unveiled last week for Foster's Brewing Group Ltd (FBG.AX).

He addresses the camera head-on, in a good-natured but defiant monologue designed to smash the stereotypes foreigners have of Australians. Music swells as his rant rises to a crescendo.

"I fight wars but never start wars. I would rather make peace."

In March, a young Canadian calling himself Joe took much the same approach to sell beer for Molson Inc (MOLa.TO).

"I'm not a lumberjack or a fur trader. I don't live in an igloo, or eat blubber, or own a dog sled," said Joe, voice rising as music swelled with his patriotism.

"I believe in peacekeeping, not policing, diversity, not assimilation."

The Canadian ad, part of Molson's "I AM" Canadian marketing scheme for its Canadian brand beer, was a huge hit in Canada, generating massive public and media response.

The 60-second television spot was hailed as the perfect delivery of the long-held but rarely spoken defiance of a nation that takes pride in its differences from its mighty southern neighbour, the United States.

"I BELIEVE"

Paul Kennedy, vice-president of marketing for Foster's brewing division, admitted the 60-second Australian ad, part of Foster's "I believe" marketing scheme, was inspired by the Canadian spot.

"We saw the ad in March when it came out and we thought, 'It's a terrific idea, it's a wonderful idea, I wonder if we can do something similar in Australia?"' Kennedy told Reuters.

The inspiration is entirely above-board, he said. Foster's and Molson have had a long relationship.

For almost 10 years -- and until two years ago -- Foster's International owned 50 percent of Molson Breweries, and the two remain in a joint venture. Molson brews Foster's in Canada, and both are in a venture with Philip Morris Cos' (MO.N) Miller Brewing to import Foster's and Molson into the U.S. market.

Still, Foster's did not need Molson's permission to use the idea, Kennedy said.

"Ideas from ads come from all over the world, all the time. There is no such thing as a copyright on an idea," he said.

"We are not using the words, the pictures, or the trademarks. So in terms of getting legal permission, that's not required."

Kennedy said he did not know if Molson officials have seen the Foster's ad.

The Australian commercial seems to have tapped into the same wellspring of patriotism that greeted Joe Canadian in March.

"Phenomenal, absolutely phenomenal. We had over 100,000 hits on the website just during the weekend, the front page of the paper today talking about us, and a lot of people ringing in saying how good the ad was," Kennedy said.

He said the commercial will run throughout the 2000 Olympic Games, which open in Sydney on September 15.

Copyright 2000 Reuters. All rights reserved. This material may not be published, broadcast, rewritten, or redistributed.

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