Beck’s and Beck’s Premier Light Launch Multicultural Advertising Campaign. Brand’s First Ever Integrated Campaign Created Specifically for Hispanic Market

“Beck’s and Beck’s Premier Light are set to launch an extensive multicultural advertising campaign focused on the Hispanic consumer. This is the brand’s first fully integrated advertising campaign created specifically for the Hispanic market. The campaign kicks off on March 20 with television, out of home, and radio advertising. All media will launch simultaneously and run into the fall of 2006.

The campaign strategy communicates a message of freedom of expression and captures the essence of the Hispanic community’s confidence to embrace their culture and heritage while living in the United States. The Hispanic consumer feels comfortable drinking a brew different than their general market counterparts and regards Beck’s as their premium beer of choice. The key icon featured prominently on the Beck’s label is popular and plays an important role in the advertising campaign. “This is your key. This is your beer.” tagline intends to make the brand more approachable without comprising its premium imagery. “

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