New Campaign From Hoffman York Highlights Taste, Irreverent Fun
NEW YORK–Barton Beers this May offers up the familiar St. Pauli Girl in a radio campaign that portrays the buxom brand icon not as a dumb blonde, but as assertive, capable of witty repartee and definitely up on her beer.
The inaugural ads from Hoffman York, Milwaukee, pick up the light, irreverent tone of last year’s ads from Graziano, Kraft & Zale, Chicago, but put greater emphasis on the beer’s product attributes, often via double-entendre lines such as, “I’m smooth, all natural and, unlike some others, never bitter.” Spending on the campaign, which includes outdoor ads, is estimated at $1-2 million.
