Magazine article ADWEEK

Beck's Lowering the Bar with Its New Light Beer: New Spots by Leo Burnett Play Up '64 Measly Calories'

Magazine article ADWEEK

Beck's Lowering the Bar with Its New Light Beer: New Spots by Leo Burnett Play Up '64 Measly Calories'

Article excerpt

CHICAGO -- InBev USA's $10 million campaign to support the launch of Beck's Premier Light could be a bold declaration that--at least in the beer category--carbs are dead. Long live calorie-counting.

Five 15-second spots breaking this week, via Leo Burnett in Chicago, herald the arrival of "the lowest calorie beer in the country."

Copy lines include: "Hundreds of years of brewing tradition crammed into 64 measly calories," and "There are actually more letters in this sentence than there are calories in this beer." Visuals show the German brew flowing and the bottle before ending with the signature nightscape scene that has accompanied Beck's "Life beckons" effort.

"We seriously believe that Beck's Premium Light will revolutionize the way light beer is perceived in this country," said Victor Melendez, InBev's marketing director of European brands.

The taste message will emanate from the import's tradition of being brewed in accordance with the German Purity Law of 1516, with such ad copy as, "Only a German can engineer so much flavor from so few calories." The initial phase will prominently flag "Only 64 calories," before Beck's Premier Light takes on its own personality" under the "Life beckons" umbrella.

Being first to market with a brew well below the 100-calorie mark of most light competitors is key, said Melendez, because calorie-counting is making a comeback. He cited company research showing 40 percent of consumers surveyed named calories as the most important kernel for selecting what to eat and drink. …

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