Metrosexuals are out and butch men are back in, according to a new TV campaign from Dutch beer Bavaria. The adverts show men demonstrating strength and perseverance as they battle it out to reach a glass of Bavaria beer. As part of the campaign the brewer commissioned online consumer research, fronted by England rugby player Nick Easter (left), to discover what the characteristics of a real man were. "The research showed that consumers thought real men spend less than half an hour getting ready, work in trades such as construction and like football or rugby,' revealed Sarah Swainson, Bavaria marketing manager, UK. This is the latest move in an ongoing campaign for the brewer. It kicked off last year with the sponsorship of Sky Movies' film strand Tough at Ten and TV ads showing men ditching modern-day man chores such as doing the weekly shop in order to go for a Bavaria with friends. "The theme will appear in future marketing initiatives as we continue to invest in the Bavaria brand and target real men," said Swainson.

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