The campaign includes outdoor advertising

The campaign includes outdoor advertising

Heineken has launched a GBP2m (US$3m) UK marketing campaign for its new rum-flavoured lager, Foster’s Rocks.

The push will include outdoor advertising across England with the tagline “Rum Unleashed”. A 30-second radio spot will also air while fresher's week samplings will be held at university and college campuses.

Heineken's beer brand director, Ifeoma Dozie, said: “The campaign will drive interest in the new product and the overall beer category, as well as the Foster’s brand.”

Foster’s Rocks, available in Spiced Rum and Classic Rum flavours, was launched last month.

Heineken inherited the European rights to Foster's when it acquired Scottish & Newcastle in 2008.