LE BECK'S: THE LEGENDARY BEER CAN
Title | LE BECK'S: THE LEGENDARY BEER CAN |
Brand | BECK'S |
Product/Service | BECK'S PILS |
Category |
B02. Promotional Item Design |
Entrant
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SERVICEPLAN GERMANY Munich, GERMANY
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Idea Creation
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SERVICEPLAN GERMANY Munich, GERMANY
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Media Placement
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SERVICEPLAN GERMANY Munich, GERMANY
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Credits
Alexander Schill |
SERIVCEPLAN GROUP |
Global Chief Creative Officer |
Markus Kremer |
SERVICEPLAN GERMANY |
Managing Partner |
Thomas Heyen |
SERVICEPLAN GERMANY |
Managing Partner |
Michael Wilk |
SERVICEPLAN GERMANY |
Executive Creative Director |
Lars Holling |
SERVICEPLAN GERMANY |
Management Supervisor |
Sabrina Schwartz |
SERVICEPLAN GERMANY |
Senior Account Manager |
Joy Chakravorty |
SERVICEPLAN GERMANY |
Copywriter |
Dennis Fritz |
SERVICEPLAN GROUP |
Senior Motion Designer |
Wolf Eike Galle |
SERVICEPLAN GERMANY |
Executive Creative Director |
Diego Belbussi |
Anheuser-Busch InBev |
Vice President Marketing |
Arnaud Hanset |
Anheuser-Busch InBev |
Marketing Director |
Susanne Koop |
Anheuser-Busch InBev |
Marketing Manager |
Johann Cohrs |
Freelance |
Producer |
Background
Legendary beer brand, BECK’S, has become an integral part of youth society in Germany. For over 145 years BECK’S has been brewing a premium beer with carefully selected ingredients and unequaled taste. The beer market has been stagnant over the last few years and canned-beer suffers from a massive image problem. To overcome this challenge and additionally stand out among competitors we tackled it at the most immediate touchpoint – the can itself.
Describe the creative idea
Based on the path of superior drinking cultures we gave our premium Pils the shape it deserves.
A carefully crafted beer-can made with brushed aluminum and finished with multiple laser and analog engravings. An outstanding stand, a pinnacle in beer packaging and a breakthrough in on-the-go-drinking. The extraordinary shape and design truly leaves the ordinary behind.
Describe the execution
Le BECK’S was designed to improve the image of BECK’S canned beer. It is a limited edition that inspires BECK’S customers to associate their favorite premium Pils with a new drinking custom.
Le BECK’S led to our audience clinking beer where beer was never been before: at galleries, classical concerts, and exclusive private and public events.
List the results
Le BECK’S is a game changer for the entire canned-beer segment. The limited-edition cans were unveiled March 1st, 2018 with 5,000 carefully crafted pieces. They were presented to the public at some of the most exclusive events and were dispatched to a select group of socialites and influencers. Due to the overwhelming response, Beck’s is thinking about mass producing Le BECK’S for the worldwide beer market.