At the end of the year, not only the iconic Beck's label will become even more legendary, but also the beer itself: the Special Edition Beck's Soundpils is brewed using hops that have been exposed to sound from consumers and will taste even more aromatic. Once again, the brand is focusing uncompromisingly on the consumer in this new activation, which was created by Serviceplan Campaign International.
Hamburg/Bremen, 12 October 2018 — Beck's fans recently had the opportunity to design their own label with the "Green Label" campaign. Now the brand is taking things one step further: at the end of the year, as part of a special edition, not only will the label become more legendary, but the contents will too. These days, beer drinkers always want to discover new things. This is where Beck's comes in and gets even closer to its consumers.
"Using a sound box set up in Berlin, passers-by were able to speak to the hops at our hop farm in the Hallertau region – unfiltered and on quite a personal level", explains Susanne Koop, Marketing Manager at Anheuser-Busch InBev Germany, responsible for the Beck's brand. "As plants react to sound, we grew a special hop with the participation of our consumers." A limited special edition is being brewed with the hops that have been exposed to sound: the Beck's Soundpils.
The campaign "You make it legendary.", initiated last year, was also developed by Serviceplan Campaign International and calls on consumers themselves to take the initiative to create something special out of every moment. The emotional claim is the contemporary development of the brand image with a new interpretation of the overriding idea of freedom. Everything revolves around the uniqueness of each moment, which can only be turned into something legendary through the individual. In 2018, this brand promise is being kept. "This year, we are building up the existing campaign with large images of freedom and we add real experiences", says Susanne Koop. “With Beck's Soundpils, storytelling becomes real storydoing, because to be meaningful, we don't just have to tell stories to our consumers, we have to make stories come alive."
To do this, Beck's focusses on digital marketing. In the beer market, costs for traditional marketing are rising, but not all activities are visible to everyone. The fight for the consumer’s attention has already begun and social media has become an integral part of everyday life. The consumer is constantly being compelled to make decisions. Beck's Soundpils will be activated via its own digital channels as well as through additional online placements. The special edition will be available online from November.
Beck's is one of the most important premier brands of the world's leading brewing company Anheuser-Busch InBev. Its international focus and export to distant markets lies at the heart of the current success enjoyed by this beer brand from Bremen. Over the course of 145 years, Beck's has established itself in over 100 markets and is brewed on 15 international sites to the same recipe. With over 6 million hectolitres each year, the brand is said to be the most-drunk German beer worldwide.
Anheuser-Busch InBev Germany (Beck’s, Franziskaner, Corona, Leffe), based in Bremen, is a subsidiary of the world's leading brewery corporation Anheuser-Busch InBev and is the second largest brewery group in the German beer market. The company has a workforce of around 2,300 employees at four sites throughout Germany.
Client: Anheuser-Busch InBev
Marketing Director WEST: Arnaud Hanset
Marketing Manager Beck’s: Susanne Koop
Responsible Agency: Serviceplan Campaign International GmbH & Co. KG
Managing Partner: Markus Kremer
Managing Partner: Thomas Heyen
Managing Partner: Florian Klietz
Managing Supervisor: Lars Holling
Senior Account Manager: Sabrina Schwartz
Junior Account Manager: Mariah Kattmann
Design Director: Sebastien Stabenau
Senior Copywriter: Jan-Erik Scheibner
Copywriter: Melis Adigüzel
Art Director: Sine Hansen
Copywriter: Joy Chakravorty
Art Director: Sudarshan Waghmare
Final Art Specialist: Nils-Christian Sperling
Film Production: ELEMENT E Filmproduktion GmbH
Directed by: Jeffrey Lisk, Bernd Possardt
DoP: Chris McKissick
Music: Extreme Musik
Producer: Sebastian Schröer
Head of Production: Patrick Volm-Dettenbach
Global Communications Officer
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