Beck’s offers music to consumers’ ears

01 October, 2010

A-B Inbev UK is to run an on-pack promotion across its Beck’s, Beck’s Vier and Beck’s Blue brands for the first time.

The promotion will offer consumers a free music download from play.com with purchases of packs carrying limited edition art labels.

It is being backed by an outdoor, press and digital ad campaign until November, to include art installations on billboards in London and Birmingham.

The promotion will run on Beck’s bottles featuring a design by the band Phoenix, and on Vier cans and Blue bottles featuring the work of emerging artists.

Fabienne Rollot, marketing director for Beck’s in western Europe, said: “We know the Beck’s consumer is very much into music and downloading so this is an offer they will really buy into. Retailers will see the benefits in terms of increased demand, as more people try and repurchase the brand.”




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Richard Hemming MW: beware inverse snobbery

Few things can bring communal pleasure so intimately as wine. Apart from a hot tub, perhaps. Sport can trigger mass jubilation, film gives us shared empathy, but wine has a nigh-unique ability to bestow conviviality among us through a shared bottle – which makes it especially galling that we spend so much time divided over it.

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