St. Pauli Girl Goes to Nonbox

CHICAGO Nonbox has picked up advertising duties for St. Pauli Girl from Barton Beers, the brand’s U.S. distributor, company executives said.

The move follows Barton’s split with Hoffman York in Milwaukee [Adweek, Feb. 3] and talks with shops including Hadrian’s Wall in Chicago.

“We partnered with Interbrew to select an agency that presented several unique concepts that really capture the fun-loving brand image of St. Pauli Girl,” said Tom McNichols, Barton’s executive vice president, in a statement.

Nonbox, which has offices in Hales Corners, Wis., and Portland, Ore., will produce national print and outdoor for the brand this spring, a shift from a previous media focus on local radio.

Hoffman York also handled Tsingtao and Peroni beers for Barton. A representative for the distributor said no decision has been made on those brands.