Title	LE BECK'S: THE LEGENDARY BEER CAN
Brand	BECK'S
Product/Service	BECK'S PILS
Category	B04. Use of Ambient Media: Small Scale
Entrant	SERVICEPLAN GERMANY Munich, GERMANY
Idea Creation	SERVICEPLAN GERMANY Munich, GERMANY
Media Placement	SERVICEPLAN GERMANY Munich, GERMANY

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
Lee Sharrock	Freelance	Global Communications Officer
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

Why is this work relevant for Media?

The LeBECK’S can itself became a very strong and memorable direct media channel to create new and enhance existing brand perception. The pure placement of the cans at select bars, upscale restaurants, contemporary galleries, operas and further exclusive private and public events changed the perception of canned-BECK’S-beer instantly. The can itself worked wonders as a premium landmark with a shape and finish that put LeBECK’S right at the pinnacle of on-the-go beer drinking.

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 canned beer market has been stagnant over the last few years and suffers from a massive image problem. To solve this and to additionally stand out among competitors we tackled the challenge at the most immediate touchpoint – the can itself.

Describe the creative idea/insights

Based on the path of superior drinking cultures we gave our premium pils the shape it deserves. Introducing LeBECK’S, the pinnacle of beer-can design that changes on-the-go drinking forever. LeBECK’S enhanced the perception of canned-beer from the very first sight. It led to our audience clinking beer where beer was never been before: At galleries, classical concerts, and exclusive private and public events.

Describe the strategy

LeBECK’S was positioned and dispersed to very select audiences at galleries, classical concerts, and exclusive private and public events. The touchpoints were in alignment with LeBECK’S and its premium appeal. Its news was then spread online via social media, blogs, and online publications to create intrigue and yearning within the rest of public. Hence elevating the perception of the brand BECK’S especially in the canned-beer segment.

Describe the execution

LeBECK’S was carefully crafted with a luxurious brushed aluminum finish along with multiple laser and analog engraving processes. It was designed to raise awareness and improve the image of BECK’S canned beer. As a special edition, LeBECK’S inspired customers to associate their favorite premium pils with a new drinking custom. LeBECK’S has an innovative design patent that adds a permanent landmark to beer packaging.

List the results

LeBECK’S was awarded the much-coveted ‘Delegates Choice’ by The Canmaker association, an honour not given to any other can design for the past 21 years. The design captured the imagination of people around the globe with over 620 million media impressions in just 2 weeks. The can forever changed the image of canned-beer in the industry. Following suit with the home-market of Germany, several other global BECK’S markets are about to implement LeBECK’S in their portfolio. Along with major event collaborations, the unique LeBECK’S edition is giving several occasions the legendary touch it deserves.