Bitburger Unveils 'Bitte': A Campaign Brewing Connections Across Europe

In an eye-catching campaign, Bitburger invited European visitors to Germany with a friendly "Bitte" (engl. Please) and the usual humorous Bitburger style. And they came: a film, which started today on social media and online, now shows the reactions of international visitors in a reportage-like style. At the centre of the film is the question: Did they only come for Bitburger? The campaign was developed and realised by Serviceplan. 

Munich/Hamburg, July, 5 2024 – A few weeks ago, Bitburger launched a major campaign in print, out-of-home and online in other European countries: The text in the national languages was tailored to the respective nation and what makes it special. For example, readers of the major Italian, Spanish and Belgian newspapers "La Gazetta dello Sport", "El Pais" and "Le Soir" discovered invitations to "please" set off for Germany in the summer.

Bitburger also installed large-scale out-of-home motifs in busy squares in the centres of European capitals. They invite the locals in places such as Leicester Square in London, Beaubourgh in Paris and the legendary Gran Via in Madrid to stop by for a Bitburger (or two) in Germany.

The international campaign is concluded and resolved in a film that is being launched today on social media and online: In the style of a reportage, statements and reactions from a wide variety of nations were captured, who are apparently in Germany solely because of Bitburger's "request" and the invitation to taste the beer with the legendary Bitburger Siegelhopfen. There are supposedly no other reasons why they are currently visiting Germany. Watch the film here.

Christoph Weber, Chief Marketing Officer at Bitburger: "The almost magical effect of a friendly 'Bitte' is often underestimated. Wrongly so, because a simple 'Bitte' is the easiest way to open doors and connect people. I think the idea that so many Europeans are currently visiting Germany and having a good time is wonderful. We wanted to make a contribution to this with our campaign."

Till Diestel, CCO Serviceplan Germany: „In our campaign film, we celebrated the values that unite us as across Germany. We extended an invitation to our international guests to join us in this feeling of togetherness and joy. And with a lot of warmth and humour - because what brings people closer together?“  

Bitburger has already launched a number of campaigns for the EM

As a national partner, Bitburger is the Official Beer Partner of UEFA EURO 2024™, which will take place in Germany until July 14, 2024 under the motto "United by Football. United in the heart of Europe". Bitburger has already launched various campaigns for this. These include an eye-catching 360° campaign in retail and gastronomy as well as the highly emotional, cross-media campaign "Please let's celebrate what brings us together.”