Scottish Courage is understood to have dropped its much disparaged “Tickle it you wrigglers” ad campaign for Foster’s, the UK’s biggest standard draught lager.
The ads, created by M&C Saatchi, feature cult Australian comedians Roy and HG who were hailed as the Nineties’ equivalent of Paul Hogan, but have been panned for being irritating and incomprehensible.
Independent research from Carat Insight showed the campaign turned consumers off the brand (MW March 28).
Scottish Courage insists no decision had yet been made on the future of the campaign, but confirms it is considering other creative treatments from M&C Saatchi.
A company spokeswoman claims the campaign is a great success. “Brand awareness figures are at an all-time high,” she says. Foster’s standard draught lager has a 20 per cent volume share of the market.
The characters Roy and HG, played by comic duo John Doyle and Greig Pickhaver, first appeared in Foster’s ads last October as part of a 25m marketing spend on the brand.