A marriage of movies and authentic Bavaria malt
Research showed us that a core part of Bavaria’s 0% Beer target market in Iran were movie fans. So we created the ‘cinemalt’ campaign to engage this audience.
We integrated Bavaria into stop motion animations which cheekily poked fun at classic movies, and ran engaging social media posts and stories which brought out the humour and movie savvy of Bavaria drinkers.
This helped us to achieve a deep touch and evoke an emotional reaction from this segment of the market, and avoid the cliched communication often associated with Beer brands.
This mini campaign, part of our larger and ongoing ‘We are 300 years young’ campaign, has helped to differentiate the Bavaria brand as a ‘youthful at heart’ but authentic brand, setting Bavaria apart from other generic Western beer brand communication in Iran.