Love You Cans

Publicis London has launched “Love You Cans”, its debut work with Foster’s, part of HEINEKEN UK’s lager portfolio.

The work sees the iconic Foster’s can lose its wordmark to make way for the unconventional and authentic love language of British men: rude nicknames. The campaign aims for mates to use the cans to reach out to one another.

The work draws on new research which found that as they get older, British men are increasingly losing touch with their friends, with 61% of men surveyed admitting that reaching out to reconnect can feel awkward or uncomfortable. The research also found that many men find it less awkward to express affection through light-hearted mock insults - 59% of British millennial men say calling their mates a crude nickname is how they show that they care, while almost half (48%) say these nicknames help them to break the ice with friends they have lost touch with.*

‘Love You Cans’ invites men to break the ice with their mates by sending them a tinnie, emboldened with the words “b*llend, d**khead, kn*bhead, t*sser or w*nker”, as a gesture of authentic and light-hearted bonding. People can gift one of these cans of Foster’s to a friend, branded with their chosen nickname, by visiting www.loveyoucans.com.

Teased across OOH fly-posters and social from 23rd February, the campaign launched nationwide on 24th February, rolling out across bold digital out-of-home, social and influencer activity through to 9th March. The bold DOOH and OOH fly-posters spotlight the playful nicknames of the campaign, with tactical placements in Cardiff, London, Manchester and Newcastle. Media planning and buying was handled by Dentsu.

Additionally, social films by creators including Ryan Sullivan and Big John further encourage people to reach out to their mates by sending a “Love You Can”.

Consumer PR from COW supports the campaign’s focus on connection, grounded in the insight that 69% of men say mates’ holidays are an important way to maintain friendships. A national competition will offer friends looking to reconnect the chance to win an epic reunion trip across Australia to the country’s many and varied towns and outposts called ‘Knob’.