Could Foster's revive Alan Partridge?

Booze brand moves in on classic comedies

Classic comedies such as I’m Alan Partridge and The Fast Show could be revived – if Edinburgh comedy award sponsor Foster's has its way.

The company wants to sign up the producers, writers and stars of the original series to make new one-off episodes of their greatest hits, which it will then distribute on its website.

It would be the next stage in Foster’s push to link its brand name with comedy, following the Edinburgh sponsorship and its backing of comedy on Channel 4.

Gayle Harrison, Foster’s  marketing manager, told Marketing magazine that the idea would ‘give the brand credibility among its target audience of young men’.

Although the idea is still in its infancy, she gave Alan Partridge and The Fast Show as examples of the type  of show Foster’s wants to revive.

Foster’s sponsorship of the former Perrier awards was initially welcomed, but a campaign to crown an overall ‘comedy god’ from all previous nominees has proved contentious, with many saying the idea of highlighting a big comedy name is against the spirit of the Fringe. The dissent has crystalised into a campaign to get the obscure 1985 nominees Frank Chickens to take the title.

Published: 16 Aug 2010

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