Beck's Vier decides to do things differently
A major new TV ad campaign for Beck's Vier centres around the 4% abv beer being "different by choice".
Running throughout March and April, the 30-second ad features images that represent rule breaking and bucking convention. The miniskirt is "the skirt that said no to knee-high", while punks are described as "the punks who said no to pop culture".
The ad ends with the message "different by choice", along with a shot of the Beck's Vier glass.
Vikki Babb, Beck's brand director at
InBev UK, said: "The campaign demonstrates that Beck's Vier doesn't compromise its brewing heritage, product credentials and taste.
"It will have particular relevance to men aged 18 to 34 who admire icons who have achieved great things by doing things very much their way."
The campaign will be supported by Becks Vier Offbeat nights, a series of regional music nights to promote original acts. InBev said there will be more Becks Fusions activity - live events linking music and arts - later this year.
