Anyone who has ever watched how a large Munich brewery uses a kit from chemistry class to drape the foam in wheat beer glasses for advertising shots with an even larger Munich football club so that they look perfectly poured on photos and posters, has long seen through advertising. Energy drinks don’t give wings, purple cows aren’t found on mountains. In this respect, it is not offensive that another large Munich brewery welcomes consumers to “Bavarian Heaven” and shows the Forggensee in front of the Allgäu Alps, in the foreground with a farm and a bathtub in which two people are crouching and enjoying the end of the day .
In the Allgäu, some are still very excited, “when it’s already beautiful in the region,” as the Allgäuer Zeitung writes. You don’t have to retouch a picture of the Forggensee, that is to say. The editors meticulously show that the farm and the bathtub are not to be found at the location from which the photo was taken. Fake at Germany’s largest artificial reservoir is not possible, not even in advertising, so much regional pride must be.
It is actually pointless to open such a keg, see wheat beer foam and many other advertising photos. For example, the PR department could have shown the Watzmann in the background, something like Bavaria’s most famous advertising photo export. Would have been impressive. The Watzmann has already caused irritation in Switzerland. A soup manufacturer once advertised the Swiss home scenery with the pride of the Bavarian tourism authority, there was something going on. The parent company soon exchanged the image for the Swiss market, as they have one or two mountain massifs there themselves. A discounter and a chip manufacturer, even the Green Liberal Party Switzerland, they have all already relocated the Watzmann to the neighboring country.
The Allgäu with the Forggensee is incomparably better, a wrong farm and a wrong bathtub with two happy people can be endured if the mountain panorama at the back of the picture is right. The Allgäu as “Heaven of Bavaria”: What is there to complain about?