Projekt

Le Beck’s

Legendary beer brand, Beck’s, has become an integral part of youth society in Germany. For over 145 years Beck’s has been brewing a premium beer with carefully selected ingredients and unequaled taste. The beer market has been stagnant over the last few years and canned-beer suffers from a massive image problem. To overcome this challenge and additionally stand out among competitors we tackled it at the most immediate touchpoint – the can itself.
 
Based on the path of superior drinking cultures we gave our premium Pils the shape it deserves. A carefully crafted beer-can made with brushed aluminum and finished with multiple laser and analog engravings. An outstanding stand, a pinnacle in beer packaging and a breakthrough in on-the-go-drinking. The extraordinary shape and design truly leaves the ordinary behind.
 
Le Beck’s was designed to improve the image of Beck’s canned beer. It is a limited edition that inspires Beck’s customers to associate their favorite premium Pils with a new drinking custom. Le Beck’s led to our audience clinking beer where beer was never been before: at galleries, classical concerts, and exclusive private and public events.
 
Le Beck’s is a game changer for the entire canned-beer segment. The limited-edition cans were unveiled March 1st, 2018 with 5,000 carefully crafted pieces. They were presented to the public at some of the most exclusive events and were dispatched to a select group of socialites and influencers. Due to the overwhelming response, Beck’s is thinking about mass producing Le Beck’s for the worldwide beer market.

Agency
Serviceplan Hamburg

Chief Creative Officer
Alexander Schill

Managing Partner
Markus Kremer
Thomas Heyen

Executive Creative Director
Michael Wilk

Management Supervisor
Lars Holling

Senior Accout Manager
Sabrina Schwartz

Copywriter
Joy Chakravorty

Photographer
Johann Cohrs

Edit/Motion Design
Dennis Fritz

Vice President Marketing
Diego Belbussi

Marketing Director
Arnaud Hanset
Marketing Manager
Susanne Koop