The Swedish Bikini Team was a group of American female models who appeared in an

advertising campaign An advertising campaign or marketing campaign is a series of advertisement messages that share a single idea and theme which make up an integrated marketing communication (IMC). An IMC is a platform in which a group of people can group their ide ...

for

Old Milwaukee Old Milwaukee is a brand of American dry lager owned by the Pabst Brewing Company. The brand currently consists of three different brews: Old Milwaukee Lager, Old Milwaukee Light, and Old Milwaukee Non-Alcoholic. Old Milwaukee is brewed througho ...

beer Beer is an alcoholic beverage produced by the brewing and fermentation of starches from cereal grain—most commonly malted barley, although wheat, maize (corn), rice, and oats are also used. The grain is mashed to convert starch in the ...

. These commercials ran for several months in 1991 in the United States, playing with American

stereotype In social psychology, a stereotype is a generalization, generalized belief about a particular category of people. It is an expectation that people might have about every person of a particular group. The type of expectation can vary; it can ...

s of

Scandinavia Scandinavia is a subregion#Europe, subregion of northern Europe, with strong historical, cultural, and linguistic ties between its constituent peoples. ''Scandinavia'' most commonly refers to Denmark, Norway, and Sweden. It can sometimes also ...

n women being

blonde Blond () or blonde (), also referred to as fair hair, is a human hair color characterized by low levels of eumelanin, the dark pigment. The resultant visible hue depends on various factors, but always has some yellowish color. The color can be ...

and having big

breasts The breasts are two prominences located on the upper ventral region of the torso among humans and other primates. Both sexes develop breasts from the same embryology, embryological tissues. The relative size and development of the breasts is ...

. 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", "..and when the Swedish Bikini Team showed up, it got somewhat better." While the campaign generated widespread interest, the advertisements were eventually dropped after protests by the

National Organization for Women The National Organization for Women (NOW) is an American feminist organization. Founded in 1966, it is legally a 501(c)(4) social welfare organization. The organization consists of 550 chapters in all 50 U.S. states and in Washington, D.C. It ...

and female employees of the

Pabst Brewing Company The Pabst Brewing Company () is an American company that dates its origins to a brewing company founded in 1844 by Jacob Best and was, by 1889, named after Frederick Pabst. It outsources the brewing of over two dozen brands of beer and ma ...

. While this advertising campaign provoked controversy, similar campaigns using attractive spokesmodels to sell beverages have followed in the U.S., with less resistance — such as the Coors

twin Twins are two offspring produced by the same pregnancy.MedicineNet > Definition of Twin Last Editorial Review: 19 June 2000 Twins can be either ''monozygotic'' ('identical'), meaning that they develop from one zygote, which splits and forms two ...

s Diane and Elaine Klimaszewski, and the " Fantanas": spokesmodels for

Fanta Fanta () is an American-owned brand of fruit-flavored carbonated soft drinks created by Coca-Cola Deutschland under the leadership of German businessman Max Keith. There are over 200 flavors worldwide. Fanta originated in Germany as a Co ...

soft drink A soft drink (see #Terminology, § Terminology for other names) is a class of non-alcoholic drink, usually (but not necessarily) Carbonated water, carbonated, and typically including added Sweetness, sweetener. Flavors used to be Natural flav ...

Members of the team

The Swedish Bikini Team had Danish and Norwegian surnames and were played by American actresses wearing platinum blonde

wigs A wig is a head covering made from human or animal hair, or a synthetic imitation thereof. The word is short for "periwig". Wigs may be worn to disguise baldness, to alter the wearer's appearance, or as part of certain professional uniforms. H ...

. * Uma Thorensen — Avalon Anders * Karin Kristensen — Suzanna Keller * Hilgar Oblief — Heather Elizabeth Parkhurst * Eva Jacobsen — Jane Frances * Ulla Swensen — Peggy Trentini

Other appearances

The team appeared outside of the commercial campaign on several occasions including on the cover and a pictorial in ''

Playboy ''Playboy'' (stylized in all caps) is an American men's Lifestyle journalism, lifestyle and entertainment magazine, available both online and in print. It was founded in Chicago in 1953 by Hugh Hefner and his associates, funded in part by a $ ...

'' and on a '' Married... with Children'' episode, " The Gas Station Show". They also had a non speaking appearance on a

schooner A schooner ( ) is a type of sailing ship, sailing vessel defined by its Rig (sailing), rig: fore-and-aft rigged on all of two or more Mast (sailing), masts and, in the case of a two-masted schooner, the foremast generally being shorter than t ...

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 A personal watercraft (PWC), also called Jet Ski or water scooter, is a primarily recreational watercraft that is designed to hold only a small number of occupants, who sit or stand on top of the craft, not within the craft as in a boat. P ...

then embarrassingly capsizes). The team, played by different actresses, also starred in the video '' Never Say Never Mind: The Swedish Bikini Team'' with

John Rhys-Davies John Rhys-Davies (born 5 May 1944) is a Welsh actor known for portraying Gimli (Middle-earth), Gimli in The Lord of the Rings (film series), ''The Lord of the Rings'' trilogy and Sallah in the ''Indiana Jones'' franchise. He has received three ...

. Team member Heather Elizabeth Parkhurst appeared on Ken Reid's ''TV Guidance Counselor'' podcast on April 22, 2015 and discussed the Swedish Bikini Team at length.

In popular culture

The idea of a "Swedish Bikini Team" has endured in popular culture, despite Sweden never fielding such a group. The movies '' Dumb and Dumber'', ''

Beerfest ''Beerfest'' is a 2006 American comedy film directed by Jay Chandrasekhar and written by the comedy group Broken Lizard (Chandrasekhar, Kevin Heffernan (actor), Kevin Heffernan, Steve Lemme, Paul Soter, and Erik Stolhanske), who also star in th ...

'' and '' Boat Trip'' include female Swedish teams, inspired by the originals.

References

{{Reflist

External links

''TV Acres: The Swedish Bikini Team''
Beer advertising Advertising campaigns Drink advertising characters Food advertising characters Female characters in advertising Bikinis