Beck's Vier 'different by choice'

Inbev has unveiled a new TV campaign for Beck's Vier, its premium 4% beer, based on the theme "different by choice".

The campaign, created by Lowe Worldwide, features modern cultural icons or groups that have succeeded because o their individualism.

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

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