You can’t push a car from the inside. This is the wisdom of Jobst Fiedler, a company consultant who is said to have expertise in marketing. The advertising department of the Grafinger Brewery Wildbräu would not contradict this, but would logically add that in cars with a need to move, the pressure must come from outside.
The latter wisdom led to an advertising call from Grafingen: Let’s print your cars – and as a fee for the moving advertising column, Wildbräu will put four full crates of beer in the trunk of the driver. Result: On the reporting date, a Saturday, 300 cars were parked in Grafing and reported as advertising ambassadors for priceless beer.
How easy advertising can be. Obviously, this is what brewery manager Gregor Schlederer thought to himself and made a second attempt, this time on a living object: beer against a tattoo of the brewery’s coat of arms. Actually a gag, but actually there were 40 tattooists willing to do it again on the deadline. It is their luck that the Grafinger heraldic animal is a handsome bear, not a naked mole rat.
340 wild brew ambassadors have been on the road since then. Because the campaign works so well, the brewery invites you to print a car for a second time on Saturday, September 18, against payment of a beer. And so you are almost inclined to whisper another piece of wisdom to Grafing: You have to drive a car soberly from the inside. Not that the bear-like wild brew ambassadors advertise in the garages of the region unnoticed out of sheer thirst-quenching, where at most a naked mole rat is watching them.