Beck's Green Label

Beck's

Green Label

Beck's Green Label
  • Category

    Campaign
  • Industry

    FMCG
  • Client

    Anheuser-Busch InBev

In 2018 Beck’s abandoned its best-known brand feature: the bottle label. A purist “no label” on 50 million bottles called on all of Germany to become inventive and create new labels with their own designs, texts and images.

The result: more than 27,000 labels were submitted under the motto “Make it your Beck’s” via a specially designed website. In this campaign Beck’s put the consumer at the centre of its communication and once again breathed life into the brand credo “You make it legendary”.

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The campaign also attracted attention on the Internet with the most shared Facebook contribution in brand history: with the fan label “Against Brown Bottles”, Beck’s clearly took a stand against hatred and xenophobia in times of political and social turbulence and gained popularity from (almost) all sides.

 

This label, as well as 39 others that particularly appealed to a design jury, were subsequently sold on more than 60 million bottles throughout Germany.