Becks 70
Award: Shortlist
Shortlist / Direct / Products & Services / 2024
The campaign aimed to introduce a distinct Beck's beer designed for drinkers aged 70+. With a heightened IBU, it catered to their reduced taste sensitivity, ensuring they enjoyed the same bitterness as younger drinkers. Exclusive to this age group, it piqued interest and FOMO among the younger crowd. Launched at a lively techno party, it was served only to those 70+, then distributed to elder influencers or their grandparents. The campaign challenged age norms, portraying older consumers in a youthful light, reshaping perceptions of "cool" across generations.