Beck's introduces limited edition bottles

by Emily Evans, Marketing 21-Jul-08, 09:30

LONDON - Beck's beer brand will launch limited edition art label bottles next month as part of its new Beck's Canvas marketing campaign.

Twenty million labels will feature the artwork of four unknown students and graduates from the Royal College of Arts, in a project in-line with Beck's ‘Individual by Choice' messaging.

Beck's has previously exhibited the creations of artists such as Damien Hurst, The Chapman Brothers, and Tracey Emin on their merchandise. This campaign continues their support of the arts and music in a strategy to target young males by tapping into their interests.

In March, brewers InBev promoted Beck's Vier, its premium 4% beer, with a campaign featuring cultural icons and groups that have succeeded due to their individualism.