The St. Pauli girl has a different look in a new advertising campaign for the German beer.
Instead of featuring the traditional St. Pauli girl in German attire the advertisements in March issues of magazines including Backpacker, Esquire, FHM, Giant, Maxim, Menâ€™s Health, Playboy, Rolling Stone and Sports Illustrated show images that are part girl/part beer.
From the press release:
St. Pauli Girlâ€™s new national print advertising campaign features sophisticated, sexy, yet recognizable female forms that morph into appetizing beer images. Each image in the campaign brings the brand â€œto lifeâ€ with maximum stopping power in the magazines that the ads are scheduled to appear. Furthermore, the campaignâ€™s visual treatment reflects one of the Brandâ€™s core equities by extending the appeal of the St. Pauli Girl posters into print advertising in a new and collectible way.
â€œThe experience consumers have with the St. Pauli Girl brand is personal,â€ said Bill Eisner, partner at Nonbox, the agency that developed the ads. â€œWe wanted to create a visually and emotionally appealing page where they were allowed to fill in the blanks with their own experiences.â€
The tagline for the campaign is â€œYou Never Forget Your First Girl.â€