Beck's Starter Pack
A unique way to evolve you tastedbuds for Beck’s bitterness.2020
Beck’s is the bitterest beer of its category. All because its International Bitterness Unit (IBU) is 20, higher than any other beer in the same price range.
And brazilians 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 a gradual IBU scale, to unlock their tastebuds for Beck’s bitterness.
The pack sold out in 48 hours.
Credits:
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