We've all heard of the magical "glow" that a woman can experience when she's pregnant.
Using that physiological change as inspiration, one advertising company in Germany has drawn a parallel between a woman's baby bump and the belly that can develop after drinking one too many brews.
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The agency, Jung von Matt, has put together a campaign that zeroes in on shirtless men grabbing their bellies while looking down ever-so-tenderly at their tummies.
— All Grain Beer (@AllGrainBeer) June 29, 2016
Cupping their stomachs with one hand and posing with the other over their chest, the men look at peace as they mimic moms-to-be.
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The accompanying slogan, "Brewed with love," intends to drill home their message, which is intended to market Bergedorfer Bier.