George the Bear drops lad culture in Hofmeister return

Beer brand Hofmeister is bringing back George the Bear – last seen in decidedly “lads, lads, lads” ads in the 1990s – who has apparently grown up to become more sophisticated and knowledgeable.

George is appearing in a new campaign, devised Bartle Bogle Hegarty, which aims to reposition the brand, putting quality, taste and sophistication at the centre of the proposition.

The work, which launches this week and is the brand’s first activity for years, spans OOH, press, and partnership content, underpinned by a new social media strategy across paid and organic comms.

Featuring the classier and George, wearing stylish clothes, posing for a fashion-style portrait, the strapline reads: “Crisp. Fresh. Sophisticated. And that’s just me. For classier beer, follow the bear.”

Hofmeister was brought back from the dead as an upmarket Bavarian pilsner in 2016 – after being off the market for 13 years – when Brand Packaging Solutions duo Spencer Chambers and Richard Longhurst acquired the brand from Heineken and formed the Hofmeister Brewing Company.

The beer relaunched in October 2016 with new branding and a revised recipe, which also increased its ABV from 3.2% to 5%.

BBH aims to promote the quality of the brand’s new product range, including the fact that it was the first lager to be given five stars at the International Wine & Spirits Competition (IWSC), where it scooped the Best Lager Award in 2017. Electric Glue has worked hand in hand with BBH on the launch, planning and deploying the media strategy.

Chambers said: “We always knew at some point we just had to bring back George. A challenge that was going to require incredible creativity, courage, humour and a deft touch, fortunately, we are working with BBH who have all of this in spades.”

BBH chief executive Karen Martin added: “We’re delighted to be working with the team at Hofmeister in their epic pursuit of bringing back George the bear. It has been pure joy. Classier beer, classier bear.”