What it is:
A smart packaging innovation that turned Foster’s iconic single-serve “Oil Can” into a multi-pack opportunity — encouraging shoppers to buy more.

Why it mattered:
Foster’s was famous for its big cans, but most consumers only bought one at a time. Boosting basket size was critical to driving sales and building brand presence at C-stores.

What I did:
Developed the creative for the “Aussie Six Pack,” a free clip-on carrier that transformed three 25.4 oz Oil Cans into the equivalent of a six-pack. I also voiced over the case study video —with an unfortunate “Australian” accent.

What happened:
The subtle up-sell increased C-store sales of Foster’s by 16%, and amped up the brand’s social, shareable personality.