Why Foster’s swapped its wordmark for swearwords

Foster’s has replaced its iconic can wordmark with affectionate insults for its latest campaign, inviting British men to reconnect with their mates in their own language.

Created by Publicis London, ‘Love You Cans’ sees limited-edition tins emblazoned with bllend, d**khead, knbhead, tsser and wnker, reframing mock abuse as a shorthand for care.

The idea is rooted in research showing that over half of British men feel lonely as friendships drift, while 61% admit reaching out can feel awkward. Crucially, 59% of millennial men say rude nicknames are how they show affection.

By visiting loveyoucans.com, consumers can send a personalised can and note to a friend, plus claim two free pints to enjoy together. A simple, funny nudge to spark conversation.

Teased via fly-posters and social from 23 February, the campaign rolled out nationwide across DOOH, OOH, social and influencer activity, with media handled by dentsu X. Creator content and PR from COW extend the platform, alongside a competition offering a reunion trip to Australia.

Noël Bunting, CCO at Publicis London, called the work “a gift of an insight”, adding that the team is proud of the effort behind it.

Veronica Sica, Beer Marketing Director at The HEINEKEN Company, said the campaign reframes teasing as an act of care, giving men a genuine way to say “love you, mate”.

 

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