Beck's new canvas bottles debut
InBev lager brand Beck's is launching a promotional campaign which features four specially designed bottle labels. Beck's has linked up with the Royal College of Art (RCA) for the initiative designed to raise its retail profile. Called Beck's Canvas, the labels have been designed by up-and-coming artists.
A panel of judges from the RCA have selected four young artists who have the opportunity to showcase their work on the labels of 27m Beck's 275ml bottles available in the on and off-trade from August. The campaign will be supported by P-O-P material in retail outlets and pubs. Beck's P-O-P is supplied by brand activation agency Woo, part of the Engine Group.
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"Beck's Canvas marks an evolution of our ongoing support for creative and talented individuals and our vision to bring inspiring and challenging artwork to a broader public," says Beck's Senior Brand Manager Will Morris.
"The introduction of new bottle labels will also have significant benefits for retailers. The four new designs will stimulate the interest of pub-goers and shoppers and attract new consumers to the brand in the months ahead."
The new bottle labels will also feature in a TV campaign for which will run throughout August and there is a dedicated website.
The brand has supported contemporary artists including Damien Hirst, Tracey Emin, the Chapman Brothers and Gilbert & George for over 20 years.
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