Beck's: Le Beck's: The legendary beer can [Supporting Images] 5

Credits & Description:

Brand BECK'S
Entrant SERVICEPLAN MUNCHEN
SERVICEPLAN Munchen, Germany Entrant Company
SERVICEPLAN Munchen, Germany Idea Creation
STUDIO JOHANN COHRS Hamburg, GERMANY Production
Alexander Schill SERVICEPLAN GROUP Global Chief Creative Officer
Markus Kremer SERVICEPLAN GERMANY Managing Partner
Thomas Heyen SERVICEPLAN GERMANY Managing Partner
Michael Wilk SERVICEPLAN GERMANY Global Executive Creative Director
Lars Holling SERVICEPLAN GERMANY Management Supervisor
Sabrina Schwartz SERVICEPLAN GERMANY Senior Account Manager
Dennis Fritz SERVICEPLAN GROUP Senior Motion Designer
Joy Chakravorty SERVICEPLAN GERMANY Copywriter
Wolf Eike Galle SERVICEPLAN GERMANY Global Executive Creative Director
Johann Cohrs Freelance Film Production
Diego Belbussi Anheuser-Busch InBev Vice President Marketing
Arnaud Hanset Anheuser-Busch InBev Marketing Director
Susanne Koop Anheuser-Busch InBev Marketing Manager
Synopsis
Legendary beer brand, BECK’S, has become an integral part of youth society in Germany. For over 145 years BECK’S has been brewing a premium beer with carefully selected ingredients and unequaled taste. The beer market has been stagnant over the last few years and canned-beer suffers from a massive image problem. To overcome this challenge and additionally stand out among competitors we tackled it at the most immediate touchpoint – the can itself.
Outcome
Le BECK’S is a game changer for the entire canned-beer segment. The limited-edition cans were unveiled March 1st, 2018 with 5,000 carefully crafted pieces. They were presented to the public at some of the most exclusive events and were dispatched to a select group of socialites and influencers. Due to the overwhelming response, Beck’s is thinking about mass producing Le BECK’S for the worldwide beer market.
Execution
Le BECK’S was designed to improve the image of BECK’S canned beer. It is a limited edition that inspires BECK’S customers to associate their favorite premium Pils with a new drinking custom.
Le BECK’S led to our audience clinking beer where beer was never been before: at galleries, classical concerts, and exclusive private and public events.
Campaign Description
Based on the path of superior drinking cultures we gave our premium Pils the shape it deserves.
A carefully crafted beer-can made with brushed aluminum and finished with multiple laser and analog engravings. An outstanding stand, a pinnacle in beer packaging and a breakthrough in on-the-go-drinking. The extraordinary shape and design truly leaves the ordinary behind.