Bavaria

When we were asked to introduce Bavaria 8.6 to a wider audience, this stronger type of beer already enjoyed a huge popularity within the Dutch hip hop scene. A fact that we used to our advantage, by teaming up with the number one hip hop label Top Notch and launching a series of ’guerilla concerts’ throughout the country. Using a specially modified army truck, we built a mobile stage which popped-up unexpectedly and created the appropriate atmosphere as well as a lot of PR. The combination of exciting artists and a secretive tour schedule only distributed through dedicated hip hop channels, proved to be a great hit with our target audience.