Beck's returns to TV in £12m drive

Beck's is to use TV advertising for the first time in seven years as part of a £12m promotional investment.

The activity will back both the flagship Beck's brand and the recently
launched Beck's Vier, which is being rolled out into the take-home
market following its recent on-trade launch.

Beck's Vier targets consumers seeking to cut back their alcohol

intake.

It has the same colour and flavour as the original Beck's, but has only
a 4% ABV.

The TV spot, created by Leo Burnett, will emphasise that the InBev brand
is the only beer brewed using four natural ingredients: barley-malt,
hops, yeast and water. An album track by US band The Flaming Lips,
entitled It overtakes me, will provide the backing.

In November last year InBev hired Leo Burnett to handle the advertising
for its Leffe beer brand, in a blow to incumbent Fallon. The decision
was part of the brewer's global review of its media strategy.