Icons of popular culture including punks and women in mini-skirts are being used to convey a "different by choice" proposition in a new ad for Beck's Vier.

InBev UK hopes the new campaign will attract new drinkers to the 4% abv brand launched in 2006 as a sister product to the main Beck's brand, which is 5% abv. Combined sales for the two products were up 14.7% for the year to January [Nielsen].

The creative would "have particular relevance to men aged 18 to 34 who admire popular icons who've achieved great things by doing things very much their way", said brand director Vikki Babb.

The ad, which features other iconic images of locations such as New York and beatbox pioneer Biz Markie, will make its debut during ITV's Champions League coverage on ITV on 4 March. It will run until April on ITV, C4, Five, and multi-network cable channels.

"The campaign illustrates that Vier is different by choice, choosing not to compromise its brewing heritage and product credentials," added Babb.

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