Drink in the Boff
Bofferding Beer – a 255 year-old brand from Luxembourg – was looking to introduce itself to the ultra-competitive U.S. market. It had three things going for it: its obscure European roots, its memorable name, and its 100% natural ingredients. The “Drink in the Boff” campaign burned the brand name into millennial brains by tapping into the cultural zeitgeist surrounding body positivity and authenticity, and millennials’ desire to discover and champion obscure brands that share their values.
