Beck's recently introduced Beck's 70+, a limited edition beer specially designed for more mature drinkers. As our taste buds age, we develop more resistance to bitter flavours, and Beck's has created a new formula that compensates for this change by offering an even more intense bitterness. This ensures that all consumers can enjoy the same distinctive taste, regardless of age.
To promote the idea that life can remain exciting in old age, Beck's has launched an anti-ageism campaign alongside the release of Beck's 70+. The campaign includes an exclusive event at the Gop Tun Festival, where a VIP list of drinkers aged 70 and over can sample the new beer.
To further promote the product, Beck's has also created a parody film of the iconic McLovin scene from Superbad, featuring a 70+ individual. Additionally, the brand has introduced an e-commerce platform where consumers can upload their 70+ ID to purchase the beer, and the product is only available in stores when customers show their 70+ ID. Billboards and posters showcase the exciting life of 70+ individuals enjoying Beck's 70+.
To learn more about the campaign, which was spearheaded by AKQA, we caught up with CCO Diego Machado and Creative Director Rodrigo Barbosa.
What was the brief?
We have a macro goal with Beck's to establish the brand as the most bitter in the beer category. During the last few months we have been looking for ways and ideas that would manifest this in different points of view and impact the consumer.
Among these exercises, we found a territory/opportunity that no brand in the market was related to: the 70+ audience
How did the initial pitch/brainstorming phase go?
Once we came up with the concept, we knew we had to dig a little deeper into the pro-aging cultural movement. We wanted to show the bright side of being over 70. The energy, the parties, the happiness and not mature people who stay at home watching tv.
What was the production process like?
We were looking for a partner that would bring a modern aesthetic, connecting the GEN Z language with the 70's audience, so we invited "We are Sicarios" to join us.
In addition to making the beer itself more bitter with a high IBU, the package design pays homage to gray hair and the "proudly gray" aesthetic.
What was the biggest challenge during production? How did you overcome it?
We had a limited budget, so we had to do a lot with few resources. IIn addition to the campaign film, we focused on inviting celebrity grandparents to be our influencers, taking the idea to millions of people without having to spend so much.
What kit/tools/software were used to create the project?
For the campaign fashion inspiration we use AI tools as visual reference to imagine mature people in the current fashion trend "But Balenciaga" or "But Gucci" that's popping all over the web.
What is one funny or notable thing that happened during production?
We needed an iconic moment for the launch film, so after a lot of scripts and references we arrived at the scene from "Superbad" where Mclovin tries to buy a beer and the attendant asks for the character's ID. There we understood that this reference had everything we needed.
What’s the main message of this project and why does it matter?
With new behaviours in everyday life, maturity takes on a different meaning in today's society. The idea of ageing well, which used to be limited to a younger appearance, without wrinkles or grey hair, has gained new meanings.
Today, Aging well is being able to continue enjoying all the most delicious experiences in life – including a great beer. It is a dialogue with the pro-aging culture movement, which understands that age does not limit people's desires and aspirations.
How long did it take from inception to delivery?
There were 4 months between presentations, debates and production.
What do you hope it achieves for the brand?
That more people realise that Beck's is the most bitter beer in the category and also the most daring brand of the beer category in Brazil.
Credit list for the work?
- Client: AMBEV
- Brand: Beck's Beer
- Agency: AKQA
- Image Production: We Are Sicarios
- Audio Production: Hefty Audio
Al July 14th, 2023, in the afternoon
Anheuser-Busch lost $20Billion with their last idea. Let's see how much they can lose with this one. #BOYCOTTAnheuser-Busch