Twelve-packs of Beck's, Beck's Light and Beck's Dark

Modern Brewery Age, July 21, 2003

Twelve-packs of Beck's, Beck's Light and Beck's Dark will feature stickers with black & white still images from the "Life Beckons" TV campaign with a message to visit becks.com to view the ads online and vote for their favorite spot which enters them into the "Rio Beckons" promotion. On-premise pieces like the table tent above and Mini-CDs featuring the new "Life Beckons" TV spots' will also be available for on-premise bar nights.

The program was developed by Alcone Marketing Group, recently selected by Beck's North America as its promotions agency, Mike Harrington, EVP of Marketing for BNA, said that Alcone demonstrated a keen understanding how to help build Beck's in the U.S. "We are committed to hiring the best-in-class marketing resources to grow the Beck's brand," said Harrington. "Alcone is already playing a key role in delivering on those objectives with promotion programs that impact every level of our value chain, from the brewery to our wholesalers and retail customers to our target audience of males ages 25 to 34."

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