Beck’s launch Multicultural advertising campaign.

Beck’s and Beck’s Premier Light are set to launch an extensive multicultural advertising campaign focused on the Hispanic consumer. This is the brand’s first fully integrated advertising campaign created specifically for the Hispanic market. The campaign kicks off on March 20 with television, out of home, and radio advertising. All media will launch simultaneously and run into the fall of 2006.

The campaign strategy communicates a message of freedom of expression and captures the essence of the Hispanic community’s confidence to embrace their culture and heritage while living in the United States. The Hispanic consumer feels comfortable drinking a brew different than their general market counterparts and regards Beck’s as their premium beer of choice. The key icon featured prominently on the Beck’s label is popular and plays an important role in the advertising campaign. “This is your key. This is your beer.” tagline intends to make the brand more approachable without comprising its premium imagery.

Television ads with the tagline “Asi Eres. Asi La Tomas” (This is how you are, and this is how you drink) will run on Univision, Telemundo and Telefura. The out of home billboard ads will be market specific with the city skyline and headline that reads “Vive en Ingles, pero sientes en Espanol” (You live in English but feel in Spanish). Hispanic specific radio spots will run for on select radio stations.

“The Hispanic market has always been a strong supporter of Beck’s and Beck’s Premier Light. This market is very important to us and we’ve created a campaign that speaks to their lifestyle and strength of character that identifies with the brand’s attributes,” said Victor Melendez, director of European brands at InBev USA.

The Beck’s and Beck’s Premier Light ad campaign will run in Metro New York, Chicago and Miami and is accompanied by a Hispanic specific promotional campaign in both on- and off-premise accounts highlighting the world cup games. In addition to soccer viewing parties in the targeted markets, the brand will give away four trips to Germany in support of the World Cup.

The Beck’s multicultural advertising campaign was produced by Lapiz Integrated Hispanic Marketing / Leo Burnett in Chicago.