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Real Men - lager than life at Bavaria

Bavaria launches first TV campaign in the UK Dutch premium lager brewer Bavaria is stepping up the marketing support for its Bavaria Premium brand in the UK through TV sponsorship. Bavaria will make its debut appearance on UK TV with the six-month sponsorship of Sky Movies’ high-octane movie strand - 'Tough at Ten'. Sponsorship of the strand, which kicks off with modern classic Batman Begins, marks the start of Bavaria's UK marketing campaign 'Real Men'. The 'Tough at Ten' strand airs on Sky Movies 1 or 2 every Wednesday at 10pm and from the 18th October, will be accompanied by one of four, 15 second Bavaria trails featuring Bavaria’s 'Real Men'. Each trail shows a different character dramatically choosing to ditch a modern day man task, such as visiting a hair salon or doing the weekly shop, to enjoy a Bavaria with friends. Sarah Swainson, Bavaria's UK marketing manager explains why 'Tough at Ten' is such a natural fit for the Bavaria 'Real Men' campaign in the UK. "'Real Men' is a confident and bold campaign for Bavaria and epitomises Bavaria's straight-forward and honest brand values. "The campaign is intended as a tongue-in-cheek snap-shot of today's modern lager drinker - men that are confident about their masculinity and are willing to challenge the rise in 'metrosexual'* attitudes. We believe that Sky Movies' 'Tough at Ten' films fit perfectly with Bavaria's 'Real Men'. "We know that this campaign will come as a refreshing change to men that have managed to find a healthy balance between being in touch with their feminine side and still enjoying a Friday night beer with the lads. Put simply, 'Real Men' aims to make a strong visual statement about the men that love our lager and have a passion for all things male." * metrosexual - a heterosexual male with a strong interest in fashion, appearance and other lifestyle characteristics traditionally associated with women - Macmillan English Dictionary For more information about Bavaria Beer UK products, call 0870 444 6842. www.bavaria.com For more information on Bavaria's ‘Tough at Ten' strand, go to www.skymovies.com