Let's take a closer look at Bavaria Beer 0,0% alcohol beer and their advertisement in different continents.
Simple advertisement without too much to think about. A case of beer drops down from a truck, a little boy picks it up and makes sure it reaches its destination. African music, very social.
I do find it kind of strange that they use a child to bring the beer to the crowd, even if it's 0,0% alcohol. But I would have chosen an adult.
In the USA and Western Europe they use Celeb Charlie Sheen to endorse the Bavaria 0,0%
As you might or might not know, Charlie Sheen has been in the spotlight for excessive use of alcohol during his time of 2 and a half men.
By using a real life topic, which is rather serious (alcohol addiction), in a funny way with a celebrity that admits he was wrong and who is known for his humor, Bavaria did a good job to promote their 0,0% beer.
A good PR stunt from Charlie Sheen as well as he wants to be in the positive spotlight
Big differences in approaching the target market in different countries/continents.