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Local News Archive
To return to the news articles click here. The Power of Four – First UK Advertising for Beck’s Vier19 September 2006 - InBev UK is supporting Beck’s Vier with a heavyweight national outdoor and online advertising campaign that will be seen by over four million target consumers, boosting consumer awareness of the beer following its launch this April.In addition to two bursts of advertising, between September 25th and November 1st, there will be sampling activity campaign which retailers will be able to promote using new posters, tent cards and beer mats, all reflecting the new campaign. The campaign plays on the name ‘Vier’ (German for four) which reflects the brand’s ABV, by featuring 100 objects; 96 are the same but four are different and altogether more progressive. One execution shows 96 identical match boxes, with four red lighters standing out from the crowd. Massive posters will run across city centre sites across seven cities in England, including London, Manchester, Nottingham and Leeds. Versions will also run on the underground networks and at selected rail stations. Richard Ingram, Marketing Manager for Beck’s Vier said: “Beck’s Vier appeals to consumers looking for a refreshing beer with less alcohol but with a distinctive taste and premium image, and the campaign exactly reflects this. It’s all about being that bit different, being one step ahead. “Beck’s Vier has been a major hit with consumers since its launch six months ago and we’re ensuring the roll-out gathers even more momentum with this first burst of consumer advertising. As well as building brand awareness and driving trial through the poster and web campaign, we’re making sure that consumers have the opportunity to try Beck’s Vier by working with our customers on sampling activity, a vital part of growing a new brand.” For further information about Beck’s Vier, please contact your InBev UK representative or call 0870 1696969.
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