UK: Beck's back on TV with £12 million campaign

InBev UK has unveiled a new TV advertising campaign for Beck's - it's first for seven years. Beck’s beer is back on TV for the first time brewer InBev took on the UK distribution rights nine months ago, The Publican posted June 01.

The advertising is part of a £12 million package of marketing investment by InBev UK for Beck’s and new Beck’s Vier.

The commercial reinforces the message that Beck’s is brewed using four natural ingredients – barley-malt, hops, yeast and water – in accordance with Germany’s Reinheitsgebot law.

It portrays four dancing characters that turn out to be the same person represented in a range of different ways.

The person first appears as a marionette puppet followed by two-dimensional animation and a stop-frame motion model. The final version is the real-life person. The commercial is set to a track by The Flaming Lips entitled “It Overtakes Me”.

Devin Kelly, marketing director of InBev UK, said: “This campaign delivers a really simple message about the brand in a truly engaging way that will have strong appeal to lager drinkers.

“It is the first time the brand has been on TV in a number of years so it will provide a timely boost in consumer awareness as we continue to drive the success of Beck’s.”

The TV campaign is running on until mid-July. The schedule will feature 40 and 30-second versions of the commercial.