Beck's Design & Branding The Beck's Scratchbottle [image] by BBDO Berlin

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The Beck's Scratchbottle [image]

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Industry Alcohol-free beer and Ciders
Media Design & Branding
Market Germany
Agency BBDO Berlin
Art Director Nicolas Moles
Released March 2015

Awards

LIA (London International Awards), 2015
Package Design Special Editions Gold Winner

Credits & Description

Corporate Name of Client: Anheuser-Busch InBev
Client Account Director: Henner Hoeper
Account Manager: Lindsay Joensson
Agency: BBDO Berlin, Berlin
Chief Creative Officer: Wolfgang Schneider
Group Creative Director: Jan Harbeck
Creative Directors: Daniel Schweinzer/Lukas Liske/Ricardo Wolff
Copywriters: Lukas Liske/Charlotte Gaertner
Art Director: Nicolas Moles
Photographers: Michail Paderin/Christian H. Hasselbusch
Illustrators: Jessica Witt/Marianne Nicolas/Simon Stehle/    Lena Dirscherl
Producers: Michael Planz/Markus Kuhn
Editor/Visual Effects/Animation: Marius Menzel
Music/Sound Design: Zac Bronski
Brief Explanation
BECK'S is a traditional beer brewery from North Germany. It's served in almost every bar and
nightclub throughout the country and has a history in collaborating with artists and musicians.
The Brief
More and more young beer drinkers tend to prefer small breweries and craft beers instead of big
players like BECK'S. We wanted to find a way to make BECK'S more appealing again to a younger
and frequently outgoing audience.
How the final design was conceived
It's a party phenomenon: people like to scratch shapes into the characteristic aluminum neck of
BECK'S bottles. Based on this insight we developed an interactive and playful packaging that
turned the whole bottle into an aluminum canvas – designed by your night out.
Indication of how successful the outcome was in the market
The BECK'S Scratchbottle special edition for bars and nightclubs is a simple and playful way to
make BECK'S more appealing again to a young and outgoing audience. It has been succesfully
tested in selected bars in Berlin.