There are hundreds of beers out there, but none like Beck’s Soundpils. This beer is brewed using hops that have been nurtured by the sounds of human voices. It’s a marketing device, of course, and a very inventive one by Serviceplan Campaign International. Firstly, it sets Beck’s apart. Of all the claims made by beer makers about the special qualities of their products, this one stands all on its own. And, these days, beer drinkers are always looking for the next thing in ale. Secondly, it fits in with millennial’s environmental thinking and follows an earlier campaign, Green Label, in which Beck’s fans were given the opportunity to design their own label. Secondly, it does, in fact, even sit near some new scientific thinking.
“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”, explained 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.”
The campaign is part of the platform, You make it legendary, begun last year by Serviceplan Campaign International which calls on consumers to take the initiative to create something special out of every moment and is a modern interpretation of Beck’s overriding idea of freedom.
“This year, we are building on the existing campaign with large images of freedom and we add real experiences,” Koop added.
“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.”
The campaign is focussed in digital marketing to reach a younger audience, via Beck’s own digital channels as well as additional online placements. The special edition beer will be available from November.
Credits:
Agency: Serviceplan Campaign International
Senior Copywriter: Jan-Erik Scheibner
Copywriters: Melis Adigüzel & Joy Chakravorty
Art Directors: Sine Hansen & Sudarshan Waghmare
Managing Partners: Markus Kremer, Thomas Heyen & Florian Klietz
Managing Supervisor: Lars Holling
Senior Account Manager: Sabrina Schwartz
Junior Account Manager: Mariah Kattmann
Design Director: Sebastien Stabenau
Final Art Specialist: Nils-Christian Sperling
Film Production: ELEMENT E Filmproduktion
Directed by: Jeffrey Lisk, Bernd Possardt
DoP: Chris McKissick
Music: Extreme Musik
Producer: Sebastian Schröer
Head of Production: Patrick Volm-Dettenbach
Client: Anheuser-Busch InBev
Marketing Director, West: Arnaud Hanset
Marketing Manager, Beck’s: Susanne Koop
