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.”




Bookmark this


Site Search

COMMENT

Agreeing to disagree

Disagreeing about wine is a fact of wine-trade life, like drugs in sport or corruption in politics. Because taste is entirely subjective, debates about our personal preferences are as inevitable as they are interminable. Indeed, these long-winded, wine-fuelled arguments are precisely what make our jobs so much fun.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter