Drink in the Boff

Bofferding Beer – a 255 year-old brand from Luxembourg – was looking to introduce itself to the ultra-competitive American market. It had three things going for it: its obscure European roots, its memorable name, and its clean label (100% natural ingredients). So how do you take the DNA of an unknown brand and engage with millennial drinkers in the U.S. who have thousands of choices? You feed their craving to discover brands they can call their own (especially obscure brands from outside the US). You appeal to the awareness and thoughtfulness of what they put into their bodies (millennials are the largest consumers who investigate ingredient claims). You tap into the cultural zeitgeist surrounding body-positivity and unvarnished authenticity. And you wrap it all with a name-burn that puts the memorable brand name front and center. “DRINK IN THE BOFF” IS BOFFERDING’S FIRST PROMOTIONAL CAMPAIGN IN THE UNITED STATES AND IS NOW ROLLING OUT REGIONALLY. Aside from the obvious play on “Buff,” “Drink in the Boff” creates a shorthand for a brand name that few Americans are familiar with, which also gives the phrase the double meaning of ‘drinking it in.” Featuring real people comfortable in their own skin, the campaign was shot in Wisconsin locations that reinforced the all natural product benefit and also had aesthetic similarities to Luxembourg. Each scene has a water element -- which not only makes the environments feel more inviting and refreshing, but is a subtle nod to Bofferding’s process of using only natural spring water. Ultimately, Bofferding’s first American campaign aims to redefine how a beer brand can celebrate self-expression and body positivity in a way that is authentic, artistic and inclusive.