Beck's: The Becks Scratchbottle [video]

Credits & Description:

Category: Drinks, alcoholic
Agency: BBDO Berlin
Country: Germany
Beck's and BBDO Berlin have created an interactive bottle of beer called "Scratchbottle" which allows you to scratch your own design's into the bottle when your drinking.
Chief Creative Officer: Wolfgang Schneider
Creative Director: Daniel Schweinzer
Creative Director: Ricardo Wolff
Art Director: Nicolas Moles
Copywriter: Charlotte Gärtner
Creative Director/ writer: Lukas Liske
Agency Producer: Michael Pflanz
Agency Producer: Markus Kuhn
Creative Managing Director: Jan Harbeck
Photographer: Michail Paderin, Christian H. Hasselbusch
Illustration: Jessica Witt, Marianne Nicolas, Simon Stehle, Lena Dirscherl
Music: Zac Bronski
Motion Design: Marius Menzel
Project Type: Produced, Commercial Work
Packaging Contents: Beer bottle
Packaging Materials: Aluminium, glass
Brief Explanation
BECK'S is a traditional beer brewery from North Germany. It's served in almost every bar and
nightclub throughout the country and has a history in collaborating with artists and musicians.
The Brief
More and more young beer drinkers tend to prefer small breweries and craft beers instead of big
players like BECK'S. We wanted to find a way to make BECK'S more appealing again to a younger
and frequently outgoing audience.
How the final design was conceived
It's a party phenomenon: people like to scratch shapes into the characteristic aluminum neck of
BECK'S bottles. Based on this insight we developed an interactive and playful packaging that
turned the whole bottle into an aluminum canvas – designed by your night out.
Indication of how successful the outcome was in the market
The BECK'S Scratchbottle special edition for bars and nightclubs is a simple and playful way to
make BECK'S more appealing again to a young and outgoing audience. It has been succesfully
tested in selected bars in Berlin.