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Beck's positions Vier as unique cultural icon

LONDON - Modern cultural icons are at the centre of a new television campaign for Beck's Vier, its premium 4% beer, based on the theme 'Different by choice'.

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The campaign for the Inbev brand, which was created by Lowe Worldwide, features modern cultural icons and groups that have succeeded due to their individualism.

The TV ad comprises of vignettes featuring New York, which is described as the "the city that said no to sleep", and a mini skirt, which said "no to knee-high".

Other vignettes include Biz Markie, the founder of Beat box, who is described as "the musician that said no to instruments".

The 30-second TV spots will be supported by outdoor posters, which also use images of different iconic subjects that bucked the trend.

The idea behind the campaign is to back Beck's positioning as "a self determined beer that said no to compromise", and its relationship with art and music.

Last year, InBev rolled out a campaign for Beck's Fusions, a series of music and arts events involving artists such as The Chemical Brothers.

The new TV campaign is aimed at Beck's core audience of 18-34-year-old men and will make its debut tomorrow during coverage of Champions League football on ITV1.

It will run through March and April and return later in the summer with a schedule that includes ITV, Channel 4, Channel Five, multi-network cable channels and the Pub channels on Sky and Setanta. Media planning and buying was handled by Starcom.

Vikki Babb, Beck's brand director, said: "The 'Different by choice' campaign really gets to the heart of what makes Beck's such a great brand and illustrates that Beck's Vier, like its parent brand Beck's, chooses not to compromise its brewing heritage, product credentials and taste."

Jeremy Hine, global account director at Lowe Worldwide, added: "The idea behind 'different by choice' is about celebrating subjects, including Beck's, that through their individualism, demonstrated by saying no to the norm, leave an impact on people & society."

The campaign marks the first major marketing campaign since InBev consolidated its £25m Beck's global advertising account, including the UK business, into Lowe Worldwide, as exclusively revealed by Brand Republic in August.

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