In the small town of Lieshout, in the province of Brabant, the Netherlands, is the old family brewery for Bavaria. This distinguished and well-loved beer is famous in Brabant but wanted to expand to the rest of the country. To make this clear to everyone, including beer drinkers in other parts of the Netherlands, the communications make public the marketing strategy plans of the company. Bavaria simply explains in all its advertising that it intends to ‘take over’ the Netherlands with its great-tasting beer.
In the television commercial that launched the new communications plan for Bavaria, a blue Bavaria truck visits the town of Nederland in the north of the Netherlands. Here we see a Bavaria delivery man share cases of Bavaria with the inhabitants of this small town, clearly demonstrating the desire to spread Bavaria’s popularity to other parts of the Netherlands. The themeline sums it up: ‘So, Nederland, let’s first have a Bavaria.’
Beer is an integral part of the world of darts. Bavaria even sponsors its own darts tournament once a year. In a commercial that takes place in Darthuizen, the Netherlands, Bavaria takes the opportunity to introduce darts and its premium beer. ‘So, Darthuizen…’
Famous Dutch long-distance skater, Gianni Rommer from Brabant in the Netherlands, runs through the countryside carrying a bottle of fresh Bavaria Hooghe Bok to a lucky person in another part of the country. Romme delivers the bottle to an extreme high part of the Netherlands, acting as one of the ambassadors for Bavaria to spread the popularity of Bavaria Hooghe Bok.
The Bavaria home tap is the latest product innovation from Bavaria, and to introduce it to the Netherlands, television commercials filmed in villages where no bars exist (there are a few) were made. In each commercial, folks enjoy the ease and refreshment of a Bavaria home tap with friends. It’s like having your own bar in your house.
The European Football Championship was played in Portugal in 2004, and as a smart marketing opportunity, Bavaria decided to be there. Enlisting hometown Brabant brothers, the Van der Kerkhofs, Bavaria made the journey in blue cases atop their DAF car to Portugaal, which is in the Netherlands, thus sharing Bavaria with people in another part of the country while watching some great football.
The Brothers Van der Kerkhof appear in television commercials and print ads for the Bavaria campaign during Euro 2004. “So, Portugaal, first let’s have a Bavaria.”