Foster's Pure Blonde 'pure' by Clemenger BBDO Melbourne

Foster's is backing its new low-carb beer, Pure Blonde, with an Australia-only ad campaign featuring the unlikely partnership of a bevy of Slovenian blondes and a fat Aussie trucker.

Pure Blonde, which Foster's claim is the first beer in Australia to be marketed as low-carb, is pouring A$3m into the campaign.

The centrepiece of the activity is a humorous 60-second TV spot featuring an idyllic forest community of beautiful blondes and an overweight truck driver, who picks up a supply of Pure Blonde beer from their utopian commune.

Although Pure Blonde was launched onto the Australian market three years ago with little fanfare, the campaign marks the first marketing activity to support the brand.