UK: New advertising campaign for Beck’s Blue as the leading alcohol free brand

InBev UK announced on September 18th it is launching a bold, new advertising campaign for Beck’s Blue, which will drive awareness of its leading alcohol free brand among consumers.

The autumn press drive delivers the hard-hitting message: “No Alcohol - No Apologies”, to underline the fact that consumers should feel comfortable making an alcohol-free choice when out with their friends. It is the first activity since InBev UK recently renamed the brand - formerly known as Beck’s Alcohol Free - to generate an improved “bar call” in pubs and bars.

Andreas Hilger, Marketing Director, InBev UK, said: “We have created a very distinctive personality for the brand, which engages consumers, encouraging them to feel confident about ordering a Beck’s Blue.

“The repositioning means that Beck’s Blue is perfect for when consumers want a premium, cool and refreshing beer with a great taste that does not contain alcohol. Ultimately, Beck’s Blue offers independent-minded consumers an alcohol free choice from a renowned brand in a category that is quite limited.”

The advertising, which will run in a number of titles including The Metro, Time Out and Shortlist, will boost consumer awareness in the lead-up to Christmas, which is the peak period for alcohol free sales.

“Beck’s Blue has the added benefit of a close association with Beck’s, which is famous for its quality and brewing pedigree: it is the UK’s No 1 imported brand and is brewed to precision in Germany in line with the Reinheitsgebot.”

The press campaign will build on awareness created by a recent sampling campaign in a number of fashionable London retail outlets which introduced the brand to a discerning, trend-setting audience.

The company’s up-weighted support for Beck’s Blue is another example of its commitment to promoting responsible drinking. Hilger added: “We always ensure that our commercial communications concerning our products encourage responsible behaviour, are only directed a people above the legal drinking age and promote drinking in moderation.”

The company ensures global consistency across its portfolio with its Commercial Communications Code which sets out mandatory general principles and guidance on responsible advertising.

InBev UK is a founding member of the Portman Group and member of the Drinkaware Trust.

18 September, 2009