Beck’s lager drafts in Eulogy for global account

Consumer agency Eulogy has landed a sought-after brief to raise the profile of Beck's lager.

Beck's: hires first agency
Beck's: hires first agency

InBev, the world's largest brewer, has hired the agency to ‘amplify consumer awareness' of the brand, tying in with Beck's advertising campaigns.

Eulogy is the first PR agency to be recruited by Beck's, which has previously prefe­rred to use its in-house team.

The agency has been handed an initial one-year contract after beating a number of unnamed rivals in a competitive pitch earlier this month.

The account will initially focus on Beck's Vier, the lag­er that was launched last year and marketed as a purer off­ering, brewed with just four natural ingredients.

The focus will be to create links to music and the arts, with activities ranging across media relations, support for outdoor activities, regional elements and digital.

Eulogy account director Christie Palmer said that the agency would be kicking off the account with ‘quite an exciting word of mouth campaign that would use disruptive techniques' taking place in March.

Palmer is leading a team of six, reporting to senior brand manager for Beck's David Stratton.

The Beck's brand was bought by InBev in 2006 from rival brewing firm
Scottish & Newcastle. Other InBev brands include Stella Artois, Hoegaarden and Staropramen.

Beck's is the number one German beer in the world, and the tenth-largest international brand, not including domestic sales.

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