Bavaria Promo, Case study BAVARIA DUTCHDRESS by Selmore

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Industry Beers and Ciders
Media Promo & PR, Case study
Market Netherlands
Agency Selmore
Art Director Jarr Geerligs
Copywriter Kees Albers, Kim Triesscheijn, Hannah De Groot, Erik Pas
Released May 2010

Credits & Description

Category: Best Use of Integrated Media
Advertiser: BAVARIA
Product/Service: BEER
Date of First Appearance: May 10 2010
Entry URL:
Creative Director/Copywriter: Poppe van Pelt (Selmore)
Creative Art Director: Diederick Hillenius (Selmore)
Copywriter: Kim Triesscheijn (Selmore)
Art Director: Jarr Geerligs (Selmore)
Client Services Director: Olivier Koning (Selmore)
Account Director: Vincent Breedveld (Selmore)
Art: Daniel Zytsma (Achtung)
: Emily Kroes (Achtung)
: Ruud van der Bergh (X-ingredient)
: Peter Colee (X-ingredient)
Art: Revi Bloemendaal (X-ingredient)
Copywriter: Kees Albers (X-ingredient)
Art: Marloes Nabben (Don’t tell Mumm)
Copywriter: Hannah de Groot (Don’t tell Mumm)
: Olcay Gulsen (Supertrash)
Copywriter: Erik Pas (
Art: Marco Sluijter (
Marketing Manager: Frenkel Denie (Bavaria)
Brand Manager: Mathieu Veldhuijzen (Bavaria)
Brand Manager: Jeroen Vonk (Bavaria)
Media placement: TV - Ster, RTL, SBS, Discovery Channel, Comedy Central - 21/5/2010
Media placement: Online Virals -,, - 27/5/2010
Media placement: Packaging - Instore - 10/5/2010
Media placement: Website - - 10/5/2010
Media placement: POS - Instore (Supermarkets, Liquor Stores) - 10/5/2010
Media placement: Activation/guerrilla Marketing - Training Matches And World Cup Matches - 27/5/2010

Insights, Strategy & the Idea
The campaign aims to entice new consumers to be aware of the Bavaria brand and to buy the beer. The campaign is also designed to appeal to a younger target group: football-loving men and women between the ages of 18 to 35. Twenty years ago, there were very few football-related items available in the Netherlands. Nowadays, everything related to football is big business. This domain is not reserved exclusively for FMCG, but low-price shops and home improvement centres are also cashing in on the craze. In this forest of World Cup gift items, primarily aimed at men, it is a challenge for a relatively small beer brand to get noticed in a unique way. The small guy needs to be clever to get noticed. So how can a brand like Bavaria generate more attention for the brand, create brand preference and a better image among a large, young target group in an eye-catching way?

Creative Execution
To prove that things can be done differently, Bavaria came up with the sexy DutchDress, refuting the assumption that all World Cup gift items target men. Thanks to the DutchDress the stands were a much prettier sight, both literally and figuratively. And the men benefited indirectly from this sexy dress since, after all, it improved their view. The dress aptly reflects this in a creative manner, but is comprised of various elements that target both men and women. The special website is a good example of this, with a special section for men and one for women, each with a unique look and feel, in the style of a typical men’s and women’s magazine. All initiatives involving the dress as a fashion item had a more feminine approach, while the campaign targeted men more directly in the virals and on TV. During matches involving the Dutch football team (training matches and World Cup matches), the Bavaria babes stole the show in the stands. Much to-do was made of this in the national and international press.

Results and Effectiveness
Thanks to the campaign, sales of Bavaria in 2010 have received a significant boost. Whereas the total beer market during the WC showed a volume increase of 12%, Bavaria experienced an increase of 41%! (source Nielsen)
- ‘Bavaria’ in top 3 most tweeted words in 2010 and a trending topic worldwide.
- More than 2 million Google hits (Bavaria + WorldCup).
- DutchDress in Dutch historical museum.
- Estimated publicity value: more than € 25 million.
In July 2010, Top-of-Mind brand awareness and preference of Bavaria doubled compared to the previous measurement (March 2010). This means the campaign generated the greatest increase in the NL beer category over the past 4 years.