Beck's and Beck's Premier Light are launching the first fully-integrated multicultural advertising campaign focusing specifically on the Hispanic market. The campaign will premier on March 20th in the New York City, Miami, and Chicago, and is comprised of simultaneous television, billboard, and radio advertising. The campaign will continue through fall 2006.
The campaign will also seek to capitalize on the fervor surrounding the World Cup, hosting soccer viewing parties in the targeted markets and giving away four trips to Germany.
A crucial aspect of the campaign is Hispanic identity. One of its slogans is “Asi eres. Asi la tomas” (This is how you are. This is how you drink). The television ads will run on Univision, Telemundo, and Telefura.
The Beck's campaign was produced by Lapiz Integrated Hispanic Marketing / Leo Burnett in Chicago.