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.