Beck’s offers music to consumers’ ears

01 October, 2010

A-B Inbev UK is to run an on-pack promotion across its Beck’s, Beck’s Vier and Beck’s Blue brands for the first time.

The promotion will offer consumers a free music download from play.com with purchases of packs carrying limited edition art labels.

It is being backed by an outdoor, press and digital ad campaign until November, to include art installations on billboards in London and Birmingham.

The promotion will run on Beck’s bottles featuring a design by the band Phoenix, and on Vier cans and Blue bottles featuring the work of emerging artists.

Fabienne Rollot, marketing director for Beck’s in western Europe, said: “We know the Beck’s consumer is very much into music and downloading so this is an offer they will really buy into. Retailers will see the benefits in terms of increased demand, as more people try and repurchase the brand.”




Bookmark this


Site Search

COMMENT

Looking back to look forward

Wine is a liquid time capsule. Drinking older vintages not only recalls the weather conditions and winemaking styles of the past, it encourages us to reflect upon our own histories. Such reminiscence often inclines towards romanticised nostalgia. Especially after the second bottle. But looking back is a great way of learning about the future.

Click for more »
Upcoming events

Polls

Is blended Scotch overshadowed by single malt in retailers?

  • Yes
  • No
  • Don't know

Facebook

Twitter