LE BECK'S: THE LEGENDARY BEER CAN

Short List
ClientBECK'S
Category B02. Promotional Item Design
TitleLE BECK'S: THE LEGENDARY BEER CAN
Product/ServiceBECK'S PILS
Entrant SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation SERVICEPLAN GERMANY Munich, GERMANY
Media Placement SERVICEPLAN GERMANY Munich, GERMANY
Credits
Name Company Position
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.