Beck's & Serviceplan Invite Consumers to Talk to Hops

Beck's fans recently had the opportunity to design their own label with the "Green Label" campaign. Now the brand is taking things one step further: at the end of the year, as part of a special edition, not only will the label become more legendary, but the contents will too. These days, beer drinkers always want to discover new things. This is where Beck's comes in and gets even closer to its consumers. 

"Using a sound box set up in Berlin, passers-by were able to speak to the hops at our hop farm in the Hallertau region – unfiltered and on quite a personal level", explains Susanne Koop, Marketing Manager at Anheuser-Busch InBev Germany, responsible for the Beck's brand. "As plants react to sound, we grew a special hop with the participation of our consumers." A limited special edition is being brewed with the hops that have been exposed to sound: the Beck's Soundpils. 

"You make it legendary." – from storytelling to story-doing

The campaign "You make it legendary.", initiated last year, was also developed by Serviceplan Campaign International and calls on consumers themselves to take the initiative to create something special out of every moment. The emotional claim is the contemporary development of the brand image with a new interpretation of the overriding idea of freedom. Everything revolves around the uniqueness of each moment, which can only be turned into something legendary through the individual. In 2018, this brand promise is being kept. "This year, we are building up the existing campaign with large images of freedom and we add real experiences", says Susanne Koop. “With Beck's Soundpils, storytelling becomes real storydoing, because to be meaningful, we don't just have to tell stories to our consumers, we have to make stories come alive." 

Away from the classic OOH and TV: focus on digital channels

To do this, Beck's focusses on digital marketing. In the beer market, costs for traditional marketing are rising, but not all activities are visible to everyone. The fight for the consumer’s attention has already begun and social media has become an integral part of everyday life. The consumer is constantly being compelled to make decisions. Beck's Soundpils will be activated via its own digital channels as well as through additional online placements. The special edition will be available online from November.