Beck's: Beck's

Credits & Description:

Product: BECK’s Pils
Client: Anheuser-Busch InBev Germany Holding GmbH
Global Chief Creative Officer, Serviceplan: Alexander Schill
Agency: Serviceplan Campaign International
Managing Partner: Markus Kremer, 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
Film Production Company/Photographer: Johann Cohrs
Post-Production/ Editing: Dennis Fritz
Anheuser-Busch InBev
Vice President Marketing: Diego Belbussi
Marketing Director: Arnaud Hanset
Marketing Manager: Susanne Koop
Published: June 2018
Synopsis:
For over 145 years Beck’s has brewed a Premium Pils with carefully selected ingredients and quality that constantly challenges competitors in taste, design, and appearance. Since 1873, Beck’s has established a reputation of being innovators in the beverage category and started producing cannedbeer in 1954. But the shape of beer cans have remained essentially the same over the last seven decades. Serviceplan and Beck’s decided to challenge the status quo, and revolutionize the image of beer-drinking by creating Le BECK’s, a special edition flute-shaped Beer can reflecting the superior quality of the ingredients and building a premium perception of the beer can.
Following the claim “You make it legendary” and in order to give the exquisite premium beer the extraordinary shape it deserved, Serviceplan tackled the challenge at the most immediate touchpoint – the can itself. The result is the special edition beer flute: Le BECK’S.
The crafting and design of the Le BECK’s cans from prototyping to finished design, involves a luxurious brushed aluminum finish with precision laser and analog engravings marking the timeless label design. The seamless shape is a revelation in the canned-beer industry, and a first in beerpackaging around the world.
Le BECK’S is designed to take canned beer to places it has never been before, such as art galleries, classical concerts, and exclusive private and public events. The special edition cans were unveiled on 1st March 2018 with a limited amount of carefully crafted pieces. They were presented to the public at some of the most exclusive events. Due to the overwhelming response, Beck’s is considering massproducing Le BECK’S for the worldwide beer market.
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.
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
Companies
Company Location Role
SERVICEPLAN Munchen, Germany Entrant Company
SERVICEPLAN Munchen, Germany Idea Creation
STUDIO JOHANN COHRS Hamburg, GERMANY Production