The beer can is not an elegant item. It doesn’t belong at gallery openings, cocktail parties or sophisticated soirees.
You see, Beck’s has a problem. It had been brewing a Premium Pils for more than 145 years. But the beer market isn’t what it used to be and Beck’s had become muddled up in a collection of “less premium” beers. It needed to stand out. Beck’s, always aiming to be one step ahead of the rest since it began in 1873, had begun producing canned beer in 1954. But the shape of beer cans had remained essentially the same over the last seven decades.
Beck’s agency, Serviceplan, saw all of that as an opportunity.
It decided to challenge the status quo. To reimagine the beer can. And so, Serviceplan and Beck’s created a can for Beck’s beer that reflected the superior quality of the ingredients within and premium status of the brand. The can for the beer now called LeBeck’s is in the shape of a beer flute. It has a luxurious brushed aluminum finish and a seamless shape, with precision laser and analog engravings marking the label design.
Susanne Koop, marketing manager at Anheuser-Busch InBev Germany, responsible for the Beck’s brand, explained, “Innovation is an integral part of the Beck’s brand DNA and LeBECK’S helps us to drive it further. Knowing exactly what we need in terms of positioning our brand as a legendary beer and then coming up with an innovative idea that challenges the very core of what a beer can should look like with LeBECK’S is a good example of why we trust Serviceplan as a strategic and creative partner. At the end of the day our consumers love it, we love it, and it perfectly fits our premium image. What else could we really ask for?”
The special edition cans were unveiled on March 1 2018 in limited edition. They were presented to the public at some of the most exclusive events. Due to the overwhelming response, Beck’s is considering mass-producing LeBeck’s for the worldwide beer market.
Agency: Serviceplan Campaign International
Global Chief Creative Officer, Serviceplan: Alexander Schill
Managing Partners: Markus Kremer & Thomas Heyen
Executive Creative Directors: Michael Wilk & Wolf Eike Galle
Management Supervisor: Lars Holling
Senior Account Manager: Sabrina Schwartz
Copywriter: Joy Chakravorty
Film Production Company & Photographer: Johann Cohrs
Post-Production & Editing: Dennis Fritz
Client: Anheuser-Busch InBev
Vice President Marketing: Diego Belbussi
Marketing Director: Arnaud Hanset
Marketing Manager: Susanne Koop