Finnish consumers and their interests are the same as in any other Western country. The problem is, we are far, far away from other European countries; our winter is grey, wet and freezing. All the superstars avoid Finland on their World tours. We decided to help Finns; if the stars won’t come here, Foster’s will take the crowd to the stars. Foster’s let the customers decide which superstar concert, in one of European's metropolises, that Foster’s will take a plane full of lucky people to.

Thanks to this campaign, Foster’s retail sales skyrocketed to an unforeseen 99% growth (measured 1.1.-6.3.2008). Not to mention, this was all done by maintaining profitability in this price driven, competition drowned category. As an example, prices in Helsinki on 12.March: Foster’s 3,43 €/L, Carlsberg 3,20€/L, Koff 3,03€/L, Olvi 2,88€/L, Lapin Kulta 2,42€/L, Karhu 2,18€/L. Foster’s is at the moment the most profitable beer (€/litres) in the Hartwall beer portfolio, excluding specialty beers. On the consumer side, the target group talked about this campaign and listed it on several competition sites and web communities.