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Beck’s
and Beck’s Premier Light Launch Multicultural Advertising
Campaign
Brand’s First
Ever Integrated Campaign Created Specifically for Hispanic Market
Norwalk, CT--(HISPANIC
PR WIRE)--March 16, 2006--Beck’s and Beck’s Premier
Light are set to launch an extensive multicultural advertising
campaign focused on the Hispanic consumer. This is the brand’s
first fully integrated advertising campaign created specifically
for the Hispanic market. The campaign kicks off on March 20 with
television, out of home, and radio advertising. All media will
launch simultaneously and run into the fall of 2006.
The campaign strategy
communicates a message of freedom of expression and captures the
essence of the Hispanic community’s confidence to embrace
their culture and heritage while living in the United States.
The Hispanic consumer feels comfortable drinking a brew different
than their general market counterparts and regards Beck’s
as their premium beer of choice. The key icon featured prominently
on the Beck’s label is popular and plays an important role
in the advertising campaign. “This is your key. This is
your beer.” tagline intends to make the brand more approachable
without comprising its premium imagery.
Television ads with the tagline “Asi Eres. Asi La Tomas”
(This is how you are, and this is how you drink) will run on Univision,
Telemundo and Telefura. The out of home billboard ads will be
market specific with the city skyline and headline that reads
“Vive en Ingles, pero sientes en Espanol” (You live
in English but feel in Spanish). Hispanic specific radio spots
will run for on select radio stations.
“The Hispanic
market has always been a strong supporter of Beck’s and
Beck’s Premier Light. This market is very important to us
and we’ve created a campaign that speaks to their lifestyle
and strength of character that identifies with the brand’s
attributes,” said Victor Melendez, director of European
brands at InBev USA.
The Beck’s and
Beck’s Premier Light ad campaign will run in Metro New York,
Chicago and Miami and is accompanied by a Hispanic specific promotional
campaign in both on- and off-premise accounts highlighting the
world cup games. In addition to soccer viewing parties in the
targeted markets, the brand will give away four trips to Germany
in support of the World Cup.
The Beck’s multicultural
advertising campaign was produced by Lapiz Integrated Hispanic
Marketing / Leo Burnett in Chicago.
Beck’s, Beck’s
Premier Light, Beck’s Dark, Beck’s Oktoberfest and
Beck’s Non-Alcoholic malt beverage are brewed in Bremen,
Germany and Beck’s continues to be the #1 German import
in the United States. InBev USA distributes some of the world's
leading premium beers, including Beck's(TM), Stella Artois(TM),
and Bass(TM). As "America's Premium Beer Company," InBev
USA offers a portfolio of over 20 international brands, including
Labatt Blue(TM) and Labatt Blue Light(TM), as well as Rolling
Rock(TM) and Rock Green Light(TM) from Latrobe Brewing Company.
InBev USA is also the #1 supplier of imported draught beer to
bars and restaurants throughout the country. For more information
about Beck’s products, news and consumer promotions, visit
www.becks.com.
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CONTACT:
Lisa Vega
818.769.7803
LvegaPR@aol.com
or
Margaret Nathan
435-658-2875
margaret.nathan@strategiccommunication.com |
