Beck's Fusions

Beck's bottle shot

DRINKS NEWS

INBEV LAUNCHES BECK'S FUSIONS

LIQUID ASSETS, drinks news, may 2007, COMMENTS

28 APRIL 2007 : InBev UK has announced plans for its biggest ever experiential marketing campaign in the shape of Beck’s Fusions: a series of events at four iconic locations across the UK and Ireland that “challenges leading contemporary art and music talent to combine to create original and inspiring performances”.

Presented in association with the Institute of Contemporary Arts, Beck’s Fusions will be headlined in London by The Chemical Brothers and pioneering digital VJs United Visual Artists, with rising Glaswegian dance music star Calvin Harris taking charge in the regions.

The events, which take place in Trafalgar Square (London), Urbis (Manchester), Meeting House Square (Dublin) and the Old Fruit Market (Glasgow) will be supported by a massive on trade promotional campaign that will drive awareness by offering customers the chance to win tickets to the live gig of their choice. A competition offering 5,000 pairs of tickets to the various events will be featured on bottles of Beck’s and will also be available to drinkers purchasing draught Beck’s Vier.

The activity will be supported by national press and outdoor advertising in the period leading up to the events, with TV and radio coverage as well as online recorded highlights following the event.

The activity was announced 18 months after InBev bought Beck’s from Scottish & Newcastle, and 12 months after the launch of Beck’s Vier, a brand described by InBev Marketing Manager Richard Ingram as “the most successful new brand launch we’ve brought to the marketplace.”

The Beck’s portfolio of brands are enjoying unprecedented success having increased total on trade and take home volume sales by around 45% over the past 12 months.

From: May 2007 Issue

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