NEWS: Beck’s takes on EC bureaucracy in press ad offensive

Scottish Courage launches a pounds 3 million campaign for Beck’s Bier next week that pokes fun at the creeping bureaucracy of the European Community.

Scottish Courage launches a pounds 3 million campaign for Beck’s Bier

next week that pokes fun at the creeping bureaucracy of the European

Community.



The campaign, created by Barker and Ralston, is the first to be devised

and released for the brand since Scottish and Newcastle and Courage

merged last August. It also marks the return of Beck’s advertising to a

British agency - last year’s ‘green sails’ campaign was produced by the

German shop, BBDO-DB.



Twelve national press executions, created by the art director, Nicky

Hayes, and the copywriter, John Fitzgerald, form the main thrust of the

campaign. The advertising is ‘unfashionably long’ on copy, according to

Barker and Ralston’s creative director, David Barker.



The approach was dictated, he explained, by the need to draw the reader

into the debate about encroaching petty legislation from Brussels.



A different story of overzealous European bureaucracy will unfold in

each execution of the campaign, which is called ‘keep them out of our

bier’.



One, for example, cites the case of the banana - which, to abide by EU

rules, must conform to strict limits of size and shape. The ad goes on

to extol the virtues of Beck’s, which is brewed in the German port of

Bremen, and pledges to use German ‘stubbornness’ to protect it from

European legislation.



The trigger for the campaign was an EU proposal that water used in beer-

making should conform to the same standards across Europe. This could

threaten the brewing process of Beck’s, which draws water from glacial

wells.



Each ad will appear just once in any one newspaper, using space booked

in the same place every month. The Media Centre is implementing the

media strategy.



The press campaign, which will be supported in London by both 48-sheet

and London Underground posters, breaks on 1 August.



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