Weisse, not virtue

Schafer Condon Carter in Chicago has created a classic American beer promotion for a venerable German brew.
Instead of going with, say, a crusty Prussian tuba player in lederhosen to push Hacker-Pschorr, the agency fell back on a U.S. beer marketing tradition: the leggy dame, specifically an on-premise team of beauties dubbed “the Weisse Squad.”
“It’s a tried-and-true method,” agency partner Tim Condon acknowledged. The German brewer voiced no objection. “They know there’s a lot of sex in the [U.S.] beer market.”
After a test in Milwaukee was deemed successful, the agency this month brought the promo to Chicago-area bars. The squad “raids” saloons, issuing “violations” for drinking “lame beer.”
The promo is backed with radio ads that disparage “Big Brother” brewers and their “watery swill,” telling drinkers they “do have a right to a better beer.”
–Trevor Jensen