Bavaria Promo Bavaria: BAVARIA DUTCHDRESS by Selmore

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Industry Beers and Ciders
Media Promo & PR
Market Netherlands
Agency Selmore
Art Director Jarr Geerligs
Copywriter Kees Albers, Kim Triesscheijn, Hannah De Groot, Erik Pas
Released June 2011


Cannes Lions 2011
Promo & Activation Lions Best Use of Guerilla Marketing in a Promotional Campaign Bronze

Credits & Description

Type of Entry: Use of Promo & Activation
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Advertiser/Client: BAVARIA
Product/Service: BEER
Sales Promotion/Advertising Agency: SELMORE CREATIVE AGENCY Amsterdam, THE NETHERLANDS
Creative Director/Copywriter: Poppe van Pelt (Selmore)
Creative/Artistic Director: Diederick Hillenius (Selmore)
Copywriter: Kim Triesscheijn (Selmore)
Art Director: Jarr Geerligs (Selmore)
Client Services Director: Olivier Koning (Selmore)
Account Director: Vincent Breedveld (Selmore)
Artist: Daniel Zytsma (Achtung)
Emily Kroes (Achtung)
Ruud van der Bergh (X-ingredient)
Peter Colee (X-ingredient)
Artist: Revi Bloemendaal (X-ingredient)
Copywriter: Kees Albers (X-ingredient)
Artist: Marloes Nabben (Don’t Tell Mumm)
Copywriter: Hannah de Groot (Don’t Tell Mumm)
Olcay Gulsen (Supertrash)
Copywriter: Erik Pas (
Artist: Marco Sluijter (
Marketing Manager: Frenkel Denie (Bavaria)
Brand Manager: Jeroen Vonk (Bavaria)
Describe the brief from the client:
The campaign aims to entice new consumers to be aware of the Bavaria brand, and of course buy the beer. The campaign is also designed to appeal to a younger target group.
Describe how the promotion developed from concept to implementation:
In the run-up to the World Cup in South Africa, the entire Dutch advertising community came up with an orange-tinted premium, and beer brands were certainly no exception. With most beer premiums being male-oriented and not very stylish, Bavaria’s sexy DutchDress proved that this doesn’t always have to be the case.
We chose to use international football matches as our activation platform. Flash mobs and the Bavaria Babes brought the dress to the nation’s attention. By repeating the same guerrilla marketing tactics in South Africa, the DutchDress and the Bavaria Babes became internationally recognisable.
Describe the success of the promotion with both client and consumer including some quantifiable results:
Thanks to the campaign, sales of Bavaria cans in 2010 were boosted significantly. The volume rose faster than the market. The buyer profile during this period was a younger consumer. Whereas the total beer market during the WorldCup showed a volume increase of 12%, Bavaria experienced an increase of 41% (source Nielsen).
- ‘Bavaria’ in top 3 most tweeted words in 2010 and trending topic worldwide.
- More than 2 million Google hits (Bavaria + WorldCup).
- Estimated publicity value: more than €25 million.
In July 2010, awareness and preference of Bavaria doubled compared to the previous measurement (March 2010). The campaign generated the greatest increase in the beer category over the past 4 years.
Explain why the method of promotion was most relevant to the product or service:
Major sporting events such as the World Cup are excellent opportunities to attract beer drinkers to your brand. Amongst a crowd of male-oriented World Cup premiums, it is a great achievement for a relatively small beer brand to stand out. Smaller brands have to be smart.
To prove that not all premiums have to be the same, Bavaria introduced the sexy DutchDress. This shattered the convention of male-oriented World Cup promotions. The DutchDress made the stands a more alluring place both metaphorically and literally. Even the men benefited from the DutchDress: they sat back and enjoyed the view!