BECK’S | STARTER PACKA unique way to evolve you tastedbuds for Beck’s bitterness.
Beck’s is the bitterest beer of its category.
All because its International Bitterness Unit,
or IBU, is 20, higher than any other beer in the same price range.
And brazillians weren’t used to something that bitter.
So, we decided to help a whole country
unlock their tastebuds for Beck’s bitterness.
We’ve created Beck’s Starter Pack. A special 6-pack
that came with lighter beers from the competition
in gradual IBU scale, to unlock
their tastebuds for Beck’s bitterness.
The pack sold out in 48 hours.
Agency: AKQA São Paulo
CCO: Diego Machado, Hugo Veiga
ECD: Renato Zandoná
ACD: Christiano Velluntini
Art Director: Camila Shoji
Copywriter: Raphael Valenti
Director: Pedro Tejada
Production Company: Stink
Audio Company: Hefty