UK: InBev rolls out the first UK advertising drive for Beck’s Vier

InBev is rolling out the first UK advertising drive for Beck’s Vier, which launched six months ago, Centaur Communications posted on September 20.

The campaign will include a heavyweight national outdoor campaign as well as online activity, aimed at four million target consumers. There will also be a sampling element to the campaign, which retailers will be able to promote using new posters, tent cards and beer mats.

The campaign plays on the name Vier, German for four, and features 100 objects, 96 of which are the same with the remaining four being different and more progressive. One ad shows 96 identical match boxes, with four red lighters standing out.

Poster activity will run across seven cities including London, Manchester, Nottingham and Leeds.

The online element will see ads run across a range of websites likely to appeal to Beck’s Vier’s target audience of 25 years old and over.

Richard Ingram, marketing manager for Beck’s Vier, said: “As well as building brand awareness and driving trial through the poster and web campaign, we’re making sure that customers have the opportunity to try Beck’s Vier by working with our customers on sampling activity, a vital part of growing a new brand.”

20 September, 2006