Our Favorite Oktoberfest Campaigns

Marketers know that the change of season ushers in a lot more than cooler weather. From back-to-school, to Fall-centric festivals, Autumn can be a crucial period for advertising. This is very apparent in the case of Germany’s most famous Fall happening-Oktoberfest. The festival, which dates back to 1810, is a perfect occasion for marketers to showcase products in the context of a beloved Fall tradition. Below, find three campaigns from the last few years that get a big cheers from us. 



Making a tradition within a tradition, Pantene returned this year with the same popup they’ve used the past two. The “Braiding Room” introduced festival goers to modern takes on traditional braided hair styles, with German actress Palina Rojinski serving as their Key Opinion Leader. In a nod to the traditional Oktoberfest cheers “O’Zapft is”, they cleverly made “O’Zopft is” (“braid”), the popups hashtag. Overall, a great example of simple yet effective popup branding.



German airline Lufthansa made a remote showing in 2016 with an elegant and effective use of traditional German clothing. Dressing their crew in traditional German dresses, all Insta posts related to the activation used #trachtencrew, a nod to Trachtenshop (a traditional German clothing shop). Insta model Carolin Vornhof also contributed photos of herself in the garb with Lufthansa planes in-shot.



Adidas capitalized on limited-edition appeal and festival-going practicality for their 2017 efforts. Their specially designed trainers were not only created with on-theme “Prost” (“Cheers”) on the side, but were designed to repel beer and other liquids, in a cheeky yet practical allusion to the beer-heavy celebrations.