The Swedish Bikini Team was a group of American female models who appeared in an advertising campaign for Old Milwaukee beer. These commercials ran for several months in in the United States, [ 1 ] playing with American stereotypes of Scandinavian women being blonde and having big breasts. The premise of the commercials was that a group of bored or thirsty men were "saved" by the Swedish Bikini Team.
Other commercials would focus on a group of men male bonding on a hunting trip and saying "Guys, it does not get any better than this", to which a narrator would say the man was wrong and an Old Milwaukee truck would drive miles off road toward them claiming "it improved", ".. While the campaign generated widespread interest, the advertisements were eventually dropped after protests by the National Organization for Women and female employees of the Pabst Brewing Company.
While this advertising campaign provoked controversy, similar campaigns using attractive spokesmodels to sell beverages have followed in the U. The Swedish Bikini Team had Danish and Norwegian surnames [ 4 ] and were played by American actresses wearing platinum blonde wigs. The team appeared outside of the commercial campaign on several occasions including on the cover and a pictorial in Playboy and on a Married They also had a non speaking appearance on a schooner on an episode of The Adventures of Mark and Brian , where Mark and Brian underwent US Coast Guard training and were attempting to impress the girls by being coasties and asking if they needed rescuing to which their jet ski then embarrassingly capsizes.
The idea of a "Swedish Bikini Team" has endured in popular culture, despite Sweden never fielding such a group. Contents move to sidebar hide. Article Talk. Read Edit View history. Tools Tools. Download as PDF Printable version. In other projects. Wikidata item. Group of female models. Members of the team [ edit ]. Other appearances [ edit ]. In popular culture [ edit ]. References [ edit ]. February 1, Retrieved 20 June Sex in consumer culture: the erotic content of media and marketing illustrated ed.
ISBN Columbia University Press. Retrieved 2 April Archived from the original on 22 April External links [ edit ]. Categories : Beer advertising Advertising campaigns Drink advertising characters Food advertising characters Female characters in advertising Bikinis. Hidden categories: Articles with short description Short description matches Wikidata All articles with unsourced statements Articles with unsourced statements from April Toggle the table of contents.
