Barker and Ralston has unveiled the creative work that saw off
Rainey Kelly Campbell Roalfe and M&C Saatchi in the recent competitive
pitch for Scottish Courage’s Beck’s Bier account.
The press and poster campaign retains the brand’s trademark red and
green colours, while each execution highlights the purity of Beck’s
brewing ingredients alongside a new endline: ’Serious bier.’
One ad, ’symbol’, takes a swipe at ’the artist formerly known as
Prince’, who has reduced his name to a symbol. A similar graphic is used
in the Beck’s poster, but it has been modified to incorporate a ’B’ into
the design. The copy reads: ’The bier formerly known as hops, yeast,
barley and glacial water.’
Another ad, ’fab four’, is modelled on the Beatles’ Abbey Road album
cover. It shows a green and red zebra crossing, and describes the Beck’s
fab four as hops, yeast, barley and glacial water.
Forty more executions in the campaign have been approved by the Scottish
Courage marketing director, John Nicolson, with a further ten already in
the pipeline. Nicolson said: ’Barker and Ralston has come up with a
goldmine - it is a huge, confident campaign with a terrific proposition.
We have found a humorous avenue to express the brand yet managed to
retain its seriousness.’
The new work is aimed at a wider target audience than previous Beck’s
campaigns, broadening out from an audience of connoisseurs to appeal to
the mass market.
Press work will be tailored to suit individual publications. Scottish
Courage’s media buying is centralised at the Media Centre.
Beck’s is the third best-selling premium bottled beer in the UK.
Nicolson said: ’We would rather have higher loyalty than greater sales.
My view is that this campaign should last forever.’