Beck's Green Label


Green Label

Beck's Green Label
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    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”.

Sound off
Sound on

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.