Saturday, January 06, 2007

How to Get Ahead in Advertising

Returning to work this week was a pretty big shock to the system, so you'll all forgive me if I indulge myself and post another jersey? Yes? You will? Thanks.



European jerseys are pretty thoroughly mocked for the amount of advertising on 'em. It doesn't really bug me, though, and there are some really nice styles from over there -- Finnish jerseys tend to be really attractive, and there's a lot of good ones in the Czech Rep., as well.

But then there's Germany.



German clubs usually look like they're getting set for Fasching. It's not just the ads, but a rather strange design sense, and some ridiculous mascots.

This jersey is rather sedate by German standards -- but even so, it's got some issues.



If you were to see this jersey with virgin eyes, you'd think "ah, this is a Rothaus jersey! And their mascot is the Blonde Chicks Serving Beer! Go, Rothaus Blonde Chicks Serving Beer!"

If that were the case, they would automatically become my favorite team ever. That's a fantastic mascot. But actually, the club is EHC Freiburg, and the mascot is this troubled-looking guy. Our blonde beer-server is actually a giant advertisement, for Rothaus beer (which, perhaps, you had already guessed). Blondie even has a name, unlike the poor Poldi Kladno girl -- she's Miss Biergit. Perhaps we're seeing a bit of globalization here, in that she's Miss Biergit and not Fraulein Biergit.



The Rothaus-centric images continue on the back, where ANOTHER Rothaus ad overshadows the player's name. The player in question is Bedřich Ščerban, a Czech player since the mid-'80s -- don't know much about him, other than that he's played all over the place, won the Extraliga "Fair Play" award in 1990-91 (at least according to Eurohockey.net), is still active with SK Horácká Slavia Třebíč at an age when most hockey players are selling real estate, and also works in some capacity with Dominik Hasek's "Dominator" line ("if you aren't wearing Dominator, you aren't wearing anything at all").

All that -- and for a few glorious years, he got to wear a hockey jersey with a chick serving beer on the front. All this has had one lasting effect on me -- I really want to try Rothaus now. We can only hope that it's imported to Atlanta.

(You'll be happy to know that Miss Biergit still plays a big part in EHC Freiburg's hockey -- here's their webpage, and last season's team photo. As always, props to Tapeleg, who originated the jersey profile idea.)

5 comments:

alanah said...

I have to thank you -- that link to Dominik Hasek's re-tooled clothing website (wasn't it defunct last year?) will be providing me with amusement for years to come. (I particularly like how the bestsellers category is currently empty...)

And then there's the Dominator Fitness Magazine -- with such awesome Christmas Stress Survival Tips (presumably from Hasek himself?) as:

"shopping is exercise"

"a Fire needs firewood. Carrying logs is a great calorie burner"

"try playing soft music and simply meditating."

Can you picture Hasek listening to soft rock and meditating? I can't... and thank God for that. ;)

Anonymous said...

Great post!

I grew up 4 miles from the brewery, and can provide some additional information about the Rothaus brewery in general and Miss Biergit in the specific.

Rothaus brewery is owned by the state of Baden-Württemberg, located in heart of the high Black Forest in the extreme south-west of Germany, a great area for holidays. Rothaus does not do advertisement, except the sponsoring of the Freiburg icehockey team, EHC, and the Miss Biergit contest (on that one a little later).

Their beer is reputed one of the best ones in Germany, if not the best (local patriotism speaking here, hehehe).
They sell 90% of their beer locally, the remainder is "exported" to the rest of Germany, mainly the big cities.

One specific kind, a pils named "Tannenzaepfle" (= Little Pine Cone), merits a special mention. In the last few years it has become a sort of "cult drink" for the youth in the german capital, Berlin, and other cities, with local sales increasing by up to 100% year over.

Sold in a 0.33 liter bottle with a label that has not changed in the last 50 years, the content is the same as in the 0.5 liter bottle, just the layout is different (and the price is relatively higher :) )

Local folks have named the girl on the label "Biergit", because of the dialect (Badisch) saying "Bier git Kraft" = Beer gives power.

The use of this saying has become so popular that in June 2006 they organized the first Miss Biergit contest. You can see the winner on the Rothaus website.

Last but not least you might want to know that, a part from the main products Maerzen (Export) and Pils they also have a dark beer called "Dunkel Maerzen", that is hard to find even in Gasthauses in the Black Forest. It is a real treat, and definitively my personal favorite :)

Anonymous said...

Great post!

I grew up 4 miles from the brewery, and can provide some additional information about the Rothaus brewery in general and Miss Biergit in the specific.

Rothaus brewery is owned by the state of Baden-Württemberg, located in heart of the high Black Forest in the extreme south-west of Germany, a great area for holidays. Rothaus does not do advertisement, except the sponsoring of the Freiburg icehockey team, EHC, and the Miss Biergit contest (on that one a little later).

Their beer is reputed one of the best ones in Germany, if not the best (local patriotism speaking here, hehehe).
They sell 90% of their beer locally, the remainder is "exported" to the rest of Germany, mainly the big cities.

One specific kind, a pils named "Tannenzaepfle" (= Little Pine Cone), merits a special mention. In the last few years it has become a sort of "cult drink" for the youth in the german capital, Berlin, and other cities, with local sales increasing by up to 100% year over.

Sold in a 0.33 liter bottle with a label that has not changed in the last 50 years, the content is the same as in the 0.5 liter bottle, just the layout is different (and the price is relatively higher :) )

Local folks have named the girl on the label "Biergit", because of the dialect (Badisch) saying "Bier git Kraft" = Beer gives power.

The use of this saying has become so popular that in June 2006 they organized the first Miss Biergit contest. You can see the winner on the Rothaus website.

Last but not least you might want to know that, a part from the main products Maerzen (Export) and Pils they also have a dark beer called "Dunkel Maerzen", that is hard to find even in Gasthauses in the Black Forest. It is a real treat, and definitively my personal favorite :)

Greg said...

Hey, thanks for all the info -- hopefully I'll make it over to Germany sometime soon, so I can finally try Rothaus.

If you check back in here again, anonymous/gratefultraveller, can you post a link to your Blogger profile, if there is one? A bunch of posts got remade "anonymous" when I switched to new Blogger.

Anonymous said...

Hi there, and sorry for the double posting back then - it must have been my first post ever on a blog :)

I myself have just started a blog, it is over at http://gratefultraveller.wordpress.com/, don't have an account with blogger as far as I can remember...

...and if you ever happen to get to the Black Forest, have one on my health!

Keep up the great job here!

gratefultraveller