Can You Guess Who?
References: stpauligirl & brandweek
Guess who is the barmaid in new advertising campaign "Drop Dead Refreshing" from St. Pauli Girl Beer? The latest St. Pauli beer campaign features a famous model who has been morphed into beer. She is said to be "renowned and popular" but they aren't telling us her name. Her identity will be revealed in the spring.
Brandweek tells us, "The executions show a female form in attractive poses and morphed into a beer image. The form is derived from photographs of a popular model whose identity will be revealed during the spring, according to the brewer. Support will include outdoor ads in Baltimore, Chicago, Las Vegas, Miami/Fort Lauderdale, Philadelphia, Providence, R.I., San Francisco, San Jose, Calif., Seattle and Tampa/St. Petersburg, Fla. This campaign takes the highly successful 2006 campaign to a new level and introduces our new tagline which reflects the essence of the brand along with St. Pauli Girl's edgy sense of humor," said Fred Graefenhain, vp of St. Pauli Girl's importer, Chicago-based Crown Imports. St. Pauli Girl spent $4.4 million on advertising in 2005, and $4.0 million in 2006, per Nielsen Monitor-Plus."
Brandweek tells us, "The executions show a female form in attractive poses and morphed into a beer image. The form is derived from photographs of a popular model whose identity will be revealed during the spring, according to the brewer. Support will include outdoor ads in Baltimore, Chicago, Las Vegas, Miami/Fort Lauderdale, Philadelphia, Providence, R.I., San Francisco, San Jose, Calif., Seattle and Tampa/St. Petersburg, Fla. This campaign takes the highly successful 2006 campaign to a new level and introduces our new tagline which reflects the essence of the brand along with St. Pauli Girl's edgy sense of humor," said Fred Graefenhain, vp of St. Pauli Girl's importer, Chicago-based Crown Imports. St. Pauli Girl spent $4.4 million on advertising in 2005, and $4.0 million in 2006, per Nielsen Monitor-Plus."
Trend Themes
1. Morphed Models - Marketers can explore using morphing technology or deepfakes to create innovative advertising campaigns.
2. Edgy Humor - Brands can incorporate humor, particularly edgy humor, in advertising campaigns to garner attention and spark conversation.
3. Localization - Brands can target specific regions with outdoor advertising campaigns, increasing the relevance and impact of the marketing message.
Industry Implications
1. Alcohol Beverages - Companies in the alcohol beverage industry can experiment with innovative advertising campaigns to engage consumers and stand out in a crowded market.
2. Modeling - The modeling industry can explore opportunities to work with brands in creating morphed images for advertising campaigns, opening up new revenue streams.
3. Advertising - Advertising agencies can leverage new technologies and humor to create disruptive and memorable campaigns for their clients.
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