Bavaria is a beer with a lot of great reasons to believe – following our global brand work, we began to deliver on the messages set out in the brand pillars. Heritage, Quality, Provenance, Ingredients. So we launched the ‘Taste Independence’ campaign for Bavaria UK, celebrating almost three hundred years of independence, and raising awareness of the brand’s 5% and 0.0% beers.

A lot has changed in the last three hundred years.

14-foot wide dresses, cumbersome ruffs and towering wigs are just a few things that, thankfully, have fallen out of fashion.

But a truly exceptional beer never goes out of style.

The social campaign ran for several months, incorporating leading films across digital platforms, popular competitions and seasonal creative.

An association with all things independent, be it style, fashion, or culture, using a distinctive style and humour to speak to communities that personify the ‘independent’ lifestyle.