Bavaria: Dress for Victory, became reality World Cup 2010

Dress for Victory!! Dutch girls had the opportunity to buy sexy orange dresses to support their national team for the World Cup in 2010 in South Africa.

Now there was actually a group of girls who dressed similar and attended a World Cup 2010 game. They started to undress and show the orange colors of their national team, nothing wrong with that. The only issue is that Bavaria wasn't an official sponsor of the World Cup or didn't have any license to promote their brand. The girls were taken by the police but were released after talks with the Bavaria representatives.

I really like Guerilla marketing and these kind of actions, but this proves that you always have to take a look at the legal part of the story. 

Anyways, their mission, whether or not Bavaria ordered the girls to do this action, succeeded. Worldwide footage and youtube videos. Remember: Sex Sells!

Me likey!

Charly

Bavaria: Cultural commercial differences

Let's take a closer look at Bavaria Beer 0,0% alcohol beer and their advertisement in different continents.

Mali (Africa)

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.

USA

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.

Charly