Case Film

Presentation Image

Title	THE BECK'S SCRATCHBOTTLE
Brand	ANHEUSER-BUSCH INBEV
Product/Service	BECK'S BEER
Category	A04. Promotional Item Design
Entrant Company	BBDO GROUP GERMANY Berlin, GERMANY
Advertising Agency	BBDO GROUP GERMANY Berlin, GERMANY

Name	Company	Position
Wolfgang Schneider	Bbdo Group Germany Gmbh	Chief Creative Officer
Darren Richardson	Bbdo Düsseldorf Gmbh	Chief Creative Officer
Jan Harbeck	Bbdo Berlin Gmbh	Creative Managing Director
Jan Harbeck	Bbdo Berlin Gmbh	Executive Creative Director
Daniel Schweinzer/Lukas Liske/Ricardo Wolff	Bbdo Berlin Gmbh	Creative Director
Nicolas Moles	Bbdo Berlin Gmbh	Art Director
Lukas Liske/Charlotte Gärtner	Bbdo Berlin Gmbh	Copywriter
Lindsay Jönsson, Holger Bengel, Pascal Vrinssen	Bbdo Berlin Gmbh	Account Manager
Michael Pflanz/Markus Kuhn	Pflanz Produktionssvervice	Producer
Michail Paderin/Christian H. Hasselbusch		Photographer
Jessica Witt/Marianne Nicolas/Simon Stehle/Lena Dirscherl		Illustrator
Zac Bronski		Music/Sound Design
Marius Menzel		Editing/Visual Effects/Animation

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.