InBev UK Launches New Campaign for Beck’s Vier

The national campaign will underpin the rise of the innovative premium 4% brand, Beck’s Vier, which has proved a massive hit with drinkers and retailers since its launch two years ago.

Vikki Babb, Beck’s Brand Director at InBev UK, says: “The campaign vividly illustrates that Beck’s Vier, like its parent brand Beck’s, is different by choice - choosing to not compromise it’s brewing heritage, product credentials and taste.”

“It will have particular relevance to men aged 18-34 who admire popular icons who have achieved great things by doing things very much their way.”

The 30-second commercial which was created by the brand’s ad agency, Lowe London, features images relating to cultural superstars, such as free-form painter’s, Biz Markie - the founder of Beat Box, as well as iconic symbols that have come to the fore over the years - Punks and Mini Skirts - all of which have achieved success by setting their own rules and bucking convention. Biz Markie is billed as “the musician who said no to instruments” while the Punks are described as “the punks who said no to pop culture”.

The Punks 'The punks who said no to pop culture'

It also features footage of the iconic landscape of New York, which it bills as “the city that said no to sleep”.  The commercial ends with the message “Different by Choice”, along with a shot of the Beck’s Vier glass.

The commercial will make its small screen debut on March 4 during coverage of Champions League football on ITV1. It will run in March and April and will return later in the summer primarily targeting the brands’ key audience - men aged 18-34 - with a schedule that includes ITV, Channel 4, Channel Five, multi-network cable channels and the Pub channels on Sky and Setanta.

Babb adds: “This campaign will reinforce consumer awareness and stimulate trial by presenting an appealing message about the brands that will strike a chord with the target audience who are very much into authenticity and brewing heritage.

“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.”

The mini skirt, ‘The skirt that said no to knee-high’

The TV celebration of Beat Box and other cultural symbols will also reinforce the brands’ growing relationship with art and music through sponsorship of such events as last year’s Beck’s Fusions when artists and musicians joined forces to create original and inspiring performances.

Both Beck’s brands are brewed with precision in Bremen, Germany, in strict adherence to the long-established Reinheitsgebot regulations. Beck's Vier, which has been available to the UK market for two years now, is a 4% ABV imported lager, brewed with the same credentials as Beck's, which appeals to consumers looking for a sessionable,  premium, high-quality lager and encourages consumers to trade up - delivering premium profits for retailers.

Take Home volume sales of the Beck's family of brands increased by 14.7% in the most recent 12-month audit period and sales of Beck’s Vier were up 157.0% over the same time.¹ That success is also evident in the on-trade where total Beck’s family sales were up 46.9% while Beck’s Vier increased volume sales more than five-fold in the most recent 12-month audit period.²

The new advertising will build on the success of last year’s Four Steps commercial which demonstrated that the Beck’s brands are brewed in Germany using just four natural ingredients - barley-malt, hops, yeast and water.

¹ Source: AC Nielsen/GB/Take Home/MAT January 26, 2008.
² Source: AC Nielsen/GB/On-Trade/MAT to November 2007.