# Overstocked Stout Ads The Austria Bier Priority Campaign Makes Booze an Essential Buy By Amelia Roblin | Published 2011-01-19 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/austria-bier-priority References: [adsoftheworld](http://adsoftheworld.com/media/print/austria_bier_toilet_paper) & [krug.br](http://www.krug.com.br/) The Austria Bier Priority campaign aims to stir up an [amusing reaction](https://www.trendhunter.com/trends/lidl-ben-bracken-islay-single-malt), but the real joke might be that this is how some men already shop. These snapshots of a grocery cart look much like they capture the preparatory purchases for a [house party](https://www.trendhunter.com/trends/titos-spokescart) -- ensuring every guest will get a drink, before matters as measly as toilet paper come into question. Created by the Filadélfia [advertising agency of Brazil](https://www.trendhunter.com/trends/creative-promotional-campaign), these Austria Bier Priority ads explicitly brand the beer as “a matter of priority.” This message from the campaign gets across quite simply with the out of place and out-numbered addition of home maintenance essentials inside. ## Trend Insights (Trend Hunter) - Score: 0.6/10 - Popularity: 3% | Activity: 8% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### Why This Trend Is Growing - **Booze Priority:** Positioning alcoholic beverages as a priority purchase with humorous and attention-grabbing ads. - **Preparatory Purchases:** Highlighting readiness and preparedness as a selling point, encouraging the purchase of related products. - **Out of Place Additions:** Using unexpected items in advertising to grab attention and brand the product as essential. ### Industries Being Reshaped - **Alcohol:** Opportunity to creative advertising campaigns that emphasize the importance of alcohol in everyday life. - **Household Essentials:** Opportunity to highlight the role of household essentials in everyday life and their relationship with other purchases. - **Retail:** Opportunity for retailers to encourage customers to purchase complementary items to their favorite products with creative advertising campaigns. ## Related on Trend Hunter - [Cheerful Beer Store Campaigns](https://www.trendhunter.com/trends/whatever-the-case-may-be.md) - [Sensorial Beer Campaigns](https://www.trendhunter.com/trends/feel-the-alps.md) - [Back-Row Beer Campaigns](https://www.trendhunter.com/trends/back-rack-hack.md) - [Beer-Brand Holiday Campaigns](https://www.trendhunter.com/trends/garageflage-line.md) - [Festive Italian Beer Campaigns](https://www.trendhunter.com/trends/birra-moretti-campaign.md) - [Snow-Accented Beer Ads](https://www.trendhunter.com/trends/stella-artois-ads.md) - [Anti-AI Beer Billboards](https://www.trendhunter.com/trends/heineken-friend.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Anti-Sexist Beer Campaigns](https://www.trendhunter.com/trends/bad-t-to-good-t.md)