Real men don't drink and drive, according to a new campaign for Bavaria Malt, the alcohol-free beer from Dutch brewer Bavaria.
The campaign will include the first TV advertising for a non-alcoholic beer since 2002, the company claims. The advert, which airs on Sky Sports, Sky Sports News, ESPN and the Extreme Sports channel, features a bottle of Bavaria Malt being used in the same way as a car's gear stick. A car accelerating can also be heard in the background.
"It's a simple but strong ad that will be shown on channels favoured by our target audience," said Bavaria UK marketing manager, Sarah Swainson.
"The campaign isn't about taking the moral high ground. It is about simply communicating to viewers that they have a more varied choice of drinks when driving on a night out than they may have realised."
Sales of alcohol-free drinks are up 7.1% in the off-trade this year, with sales of Bavaria Malt up 31% [Nielsen year to w/e 17/7/07].
The campaign forms part of the brand's Real Men campaign, which has been running for nearly a year.
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