Beck's veers towards TV for latest ads

07 March, 2008

A new set of ads for Beck's Vier hit TV screens this week during coverage of Champions League football on ITV.

A 30-second ad with the strapline "different by choice" is targeted at 18 to 34-year-old men, and will run on ITV, Channel 4, Five, cable and pub channels in March and April, and again in the summer.

The ad shows a collection of people, places and things which "have achieved success by setting their own rules" - including freeform painters, a human beat box, punks and mini-skirts.

Beck's brand director Vikki Babb said: "The campaign vividly illustrates that Beck's Vier, like its parent brand Beck's, is different by choice - choosing not to compromise its brewing heritage, product credentials and taste.

"Beck's and Beck's Vier have become must-stock brands because of their consistent sales success. They are increasingly popular with consumers, deliver premium profits and will help build business - particularly when dual stocked, as a growing number of retailers are discovering."

Take-home volume sales of Beck's Vier grew 157 per cent in the year to Jan 26, according to Nielsen.




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Lifting the spirits

I were to sum up alcohol sales over Christmas 2017 in one word, it would be “gin”. At Nielsen, we define the Christmas period as the 12 weeks to December 30 and in that time gin sales were £199.4 million, which means they increased by £55.4 million compared with Christmas 2016. There’s no sign the bubble is about to burst either. Growth at Christmas 2016 was £22.4 million, so gin has increased its value growth nearly two-and-a-half times in a year. The spirit added more value to
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