St. Pauli Girl Brewery

Modern Brewery Age, May 24, 2004

St. Pauli Girl Brewery will debut a new national print advertising campaign this spring that promotes the brand "as the light-hearted German beer" with an approachable brand image. "This campaign brings together brand tradition and a modern voice, showing that St, Pauli Girl really is Germany's fun loving beer," said Fred Graefenhain, Marketing Vice. President of Barton Beers, St. Pauli Gift's US. importer. "The cornstone of the campaign is prominent product identification, which directs consumer attention on the beer." The new executions will run in Blender. Details. Esquire, FHM, Maxim, Men's Journal, Playboy, Razor, Skiing and Sports Illustrated. The print campaign was developed by Nonbox (Milwaukee). the agency of record for St, Pauli Girl. "No other beer has that recognizable girl on the label. This insight was the genesis of a campaign strategy with a language only St. Pauli Girl can speak," said Bill Eisner, Chief Strategic Officer of Nonbox. "With this campaign Nonbox has put the St Pauli Girl brand in a place, they, can truly own," The print campaign will be augmented by outdoor ads in some markets.

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