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The slogan "You never forget your first St. Pauli Girl" was part of an ad campaign for St. Pauli Girl beer. Originating around 1983, the slogan and its variant, "You never forget your first Girl", helped boost U.S. sales for the German-made beer. In the latter half of the twentieth century, however, sales of imported beers dropped in the U.S. St. Pauli Girl responded to reduced profits by switching to a more neutral slogan: "Germany sends you her very best."
Subsequent St. Pauli Girl ad campaigns have returned to the beer/girl wordplay, with slogans such as "Meet the right Girl", "Enjoy a nice cold Girl", and "Put her on a pedestal. Or a coaster."
Khermouch, G. (1999, March 29). Beautiful St. Pauli Girl proves brainy as well. Retrieved from https://www.adweek.com/brand-marketing/beautiful-st-pauli-girl-proves-br...
Rothenberg, R. (1989, April 10). The media business: Advertising; Bloomberg brings back 'Girl' for St. Pauli. The New York Times, p. D11
St. Pauli Girl. (n.d.). In Wikipedia. Retrieved July 3, 2018, from https://en.wikipedia.org/wiki/St._Pauli_Girl