Beck's turns its beer cans into a wine flutes to attract premium drinkers
Limited edition cans have been handed out at galleries, concerts and events
Editor's Pick
With mainstream beer a stagnant market, Beck's has chosen an unusual strategy to attract new drinkers --make it look like wine.
In the hoping of boosting its premium image, the Anheuser-Busch-owned German brand has created a limited edition range of beer cans in the shape of champagne flutes, which have been handed out at "galleries, classical concerts and exclusive private and public events," renaming the brand as "Le Beck's" for the occasions.
Agency Serviceplan was behind the design, which involves a luxurious brushed aluminum finish with an engraved label design, and claims it is a first in beer packaging.
The special edition cans were unveiled in March in Germany, but due to the response, Beck's is considering mass-producing Le Beck's for the worldwide beer market.
Credits
- Date
- Jun 12, 2018
- Agency :
- Serviceplan-Hamburg
- Brand :
- Beck's
- Global Chief Creative Officer, Serviceplan :
- Alexander Schill
- Managing Partner :
- Markus Kremer
- Managing Partner :
- Thomas Heyen
- Executive Creative Director :
- Michael Wilk
- Executive Creative Director :
- Wolf Eike Galle
- Management Supervisor :
- Lars Holling
- Senior Account Manager :
- Sabrina Schwartz
- Copywriter :
- Joy Chakravorty
- Photographer :
- Johann Cohrs
- Editing :
- Dennis Fritz
- Vice President, Marketing :
- Diego Belbussi
- Director, Marketing :
- Arnaud Hanset
- Marketing Manager :
- Susanne Koop
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