Managing Director Creation at Serviceplan International
Managing Director of Serviceplan Consulting Group
Beck’s: A global beer brand puts millennials in the pole position
How Beck’s conquered the hearts of a young target group with a modern interpretation of freedom.
For a young target group, freedom these days no longer means travelling to a far-flung destination or owning something, but going your own way, while acting and thinking independently: true freedom begins with yourself and having the courage to take risks. To convey this message authentically, Beck’s has proven its own courage and, instead of focusing attention on itself, left the stage to its target group.