SOFT SELL





Competition between the top German import beers has really heated up.
The advertising war between Heineken, Beck’s and St. Pauli Girl has heated up as well. Each one has touted its attributes, so much so that all three brands are trying new images.
Barton Beers Ltd.’s St. Pauli Girl brand is the latest. Making no mention of its German heritage, the brand uses guy-girl relationships as its central theme, centered around the song, ‘My Girl.’
As the song plays while a couple enjoys time together, the voice over says: ‘Just one sip of St. Pauli’s rich imported taste is the start of a beautiful relationship.’
Chicago-based Garfield, Linn & Co. is handling the campaign.
Copyright Adweek L.P. (1993)