Bavaria: DutchDress

In the run-up to the World Cup 2010 in South Africa, the Dutch advertising community capitalised on the national colour (orange) and created a range of orange-themed offerings.

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...

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