St. Pauli Girl: You Never Forget Your First Girl

St. Pauli Girl has taken its familiar "You never forget your first girl" tag to "the next level," says the company. That would apparently be the level where the girl and the Girl achieve oneness. Aimed at the 25-34 market, seen in

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St. Pauli Girl has taken its familiar "You never forget your first girl" tag to "the next level," says the company. That would apparently be the level where the girl and the Girl achieve oneness. Aimed at the 25-34 market, seen in laddie books and the likes of Rolling Stone and Sports Illustrated, the work, according to Fred Graefenhain, VP-marketing at Barton Beers, St. Pauli's U.S. importer, "captures the spirit of our brand tradition in a way that is edgy with a sense of humor." Bill Eisner, partner at agency Nonbox adds, "The experience consumers have with the St. Pauli Girl brand is personal. We wanted to create a visually and emotionally appealing page where they're allowed to fill in the blanks with their own experiences." Experiences wearing beer goggles? Is it possible that women will find this campaign offensive? Well, they're not the target. On the issue of misogyny, Eisner says only that "consumer research shows that the overwhelming majority of St. Pauli Girl drinkers are men. The media buy and the ad are intended for them. The visual celebrates the female form, just like every magazine in which these ads are placed. The insights are pretty clear and not too complicated. The consumer enjoys St. Pauli Girl beer and they love women."
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About

Credits
Date
Mar 14, 2006
Client:
St. Pauli Girl
Creative Director:
Scott Lynch
Art Director:
Steve Clementi
Photographer:
Dave Gilo
Retoucher:
HAC Job
Agency:
Nonbox
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