Scottish Courage launches a pounds 3 million campaign for Beck’s Bier
next week that pokes fun at the creeping bureaucracy of the European
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
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
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
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
The press campaign, which will be supported in London by both 48-sheet
and London Underground posters, breaks on 1 August.