Bavaria: DutchDress

Agency name: Selmore
Client name: Bavaria
Category: Retail or Trade Marketing


In the run-up to the World Cup in South Africa, the entire Dutch advertising community came up with an orange-tinted premium (orange is our national colour), and Dutch beer brands, such as competitors Heineken, Amstel, Grolsch (The Big Three) were certainly no exception.

So how does a relatively small Dutch beer brand attract attention during this run-up to and during one of the largest events in the world? How to compete with all (beer) brands in the football promotion arena and become the most attractive brand?

Bavaria breaks through the conventions in a typical man's world and comes out with a sexy orange dress, the DutchDress. It's not only appealing to women, but also to men, since it makes the stands a lot more attractive. In an unorthodox way, Bavaria demanded the attention of national and international media with a very limited budget.