St. Pauli Girl’s Simple Side

CHICAGO Nonbox’s first print ads for St. Pauli Girl, tagged “Here’s to moving on,” feature simple visuals that convey the stages of a beer drinker’s life.

One execution breaking in June mens’ and enthusiast magazines shows a cinder block. Copy offers two choices: “Foundation for entertainment center” or “Foundation for new house.”

Outdoor ads will start appearing this month in the brand’s biggest markets, including Baltimore, Chicago and Miami.

The import’s overriding theme remains, “Germany’s fun-loving beer,” a representative for U.S. importer Barton Beers said.

Nonbox in Hales Corners, Wis., won the account in February following a review.

Previous agency Hoffman York in Milwaukee had for the past several years produced radio and outdoor for the brand. Spending is estimated by sources at less than $1 million.

Nonbox also has an office in Portland, Ore., which contributed to the creative work.

The agency’s magazine print buy includes ESPN, Esquire, FHM, Maxim, Playboy, Skiing and Spin.