Beck's in music download giveaway
AB Inbev UK is to run an on-pack promotion across its Beck’s, Beck’s Vier and Beck’s Blue brands for the first time.
The promotion will offer consumers a free music download from play.com with purchases of packs carrying limited edition art labels.
It is being backed by an outdoor, press and digital ad campaign until November, to include art installations on billboards in London and Birmingham.
The promotion will run on Beck’s bottles featuring a design by the band Phoenix, and on Vier cans and Blue bottles featuring the work of emerging artists.
Fabienne Rollot, marketing director for Beck’s in western Europe, said: “We know that the Beck’s consumer is very much into music and downloading so this is an offer they will really buy into, and retailers will see the benefits in terms of increased demand, as more people trial and repurchase the brand.”