Beck’s push plays on artistic past

Beer brand Beck’s is launching an outdoor advertising campaign to mark 20 years of art sponsorship.

The campaign, which breaks on November 7, is the brand’s first advertising since InBev UK took on marketing and distribution in August this year. It is part of the company’s &£6m marketing spend between August and the end of the year.

The posters will run on 11,000 billboards and revisit some of the most popular limited-edition label designs created for Beck’s over the past two decades. Damien Hirst and Tracey Emin are among the artists to have designed labels for the brand.

The campaign will also run on the London and Glasgow Underground systems and will be backed by national magazine and weekend newspaper advertising, online activity, sales promotion and in-store television advertising. Eight outdoor “mega-sites”, comprising 48-sheet portrait posters, will also feature in London.

Leo Burnett created the campaign – its first for the brand in the UK – while media planning and buying is handled by Starcom. Burnett scooped the brief from M&C Saatchi in August without a pitch, resigning its &£8m Scottish & Newcastle Strongbow account to do so. The agency already handled the Beck’s account in the US through its Chicago office, and was asked to take on the UK business.

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