How does a relatively small beer brand attract attention during the run-up to and during one of the largest events in the world - the World Cup? Bavaria breaks through conventions in a typical man's world and comes out with a sexy orange dress, the DutchDress.

It's not only appealing to women, but also to men, since it makes the stands a lot more attractive. In an unorthodox way, Bavaria demanded the attention of national and international media and the DutchDress became a topic of much discussion during the WC in both politics and around the world. Bavaria became a 'trending topic' and 'Bavaria girl' was nominated Word of the Year 2010.

The DutchDress appeared in shops, starting with supermarkets. The dress was initially marketed as a fashion item by the fashion brand Supertrash and Sylvie van der Vaart (fashion icon and wife of a Dutch international footballer). A sophisticated PR plan aimed primarily at women was rolled out. The media euros were primarily spent on generating attention for the campaign. We reached Dutch men through TV commercials and online virals with the message that the Dutch stands were going to be a lot more attractive.Flash mobs and DutchDress-clad women in the stadium during the practice matches with the Dutch team fuelled the idea of "It’s going to be a lovely World Cup”. The planting of these images was aimed at creating a flood of (positive) media attention.

In South Africa itself, this guerrilla tactic was continued with a presence in the stadiums.The final phase of the campaign acted as the icing on the cake, and ultimately resulted in a continuously higher position for Bavaria in terms of preference and reputation, both nationally and internationally.

Thanks to the campaign, sales of Bavaria cans in 2010 were boosted significantly. The volume rose faster than the market. The buyer profile during this period was a younger consumer. Whereas the total beer market (cans) during the WC showed a volume increase of 12%, Bavaria experienced an increase of 41% (source Nielsen).- ‘Bavaria’ in top 3 most tweeted words in 2010 and trending topic worldwide- More than 2 million Google hits (Bavaria + WorldCup) - DutchDress in Dutch historical museum- ‘Bavaria girl’ nominated for Word of the Year 2010 in the Netherlands- Estimated publicity value: more than €25 millionIn July 2010, Top-of-Mind Brand awareness en preference of Bavaria doubled compared to the previous measurement (March 2010). This means the campaign generated the greatest increase in the NL beer category over the past 4 years.