The series of adverts for Bofferding USA, developed by Milwaukee agency BVK, depict people posing by lakes or paddling in sparkling streams, beer in hand, completely naked. They are complemented with the caption “Drink in the Boff”, a play on the word “buff”, which means naked.

The campaign caught the eye of journalists at industry publication “AdAge”, who gave it a mention in their Marketers’ Brief on Thursday. It explained that Bofferding had to censor some of the images, placing black squares over behinds, to appease Facebook.

Even there, Bofferding USA made the amendment work to its advantage, writing on its social media posts “To get it approved to run, we had to add a little something to our ad. But, we’d never do that to our beer.”

Image shows the new Bofferding USA advertising campaign. Photo: Bofferding USA/Facebook

Bofferding is manufactured by the family-owned operation Brasserie Nationale, which has its brewing facility and headquarters in Bascharage. Founded in 1842, it has been exporting to the US since 2014.

In November 2018, it signed an exclusive US distribution deal with Ansay International. Communicating the deal in December, the brewery said its goal was to triple sales to reach 5,000hl by 2020.

Ansay International also imports Ramborn cider, Domaines Vinsmoselle wines and Luxembourg mustard to the US.