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Beck's moves outdoors for new ad campaign.

Beck's moves outdoors for new ad campaign

Due to a new bi-coastal series of outdoor advertisements from Beck's beer, the company expects to hear a lot of German spoken around the country.

The billboards will be located on Southern California highways from Los Angeles to San Diego, as well as in the New York metropolitan area.

Created by Della Femina McNamee, New York, the advertisement uses simply a closeup of a Beck's bottle and a frosty glass along with a headline that reads, for example, "Tonight, Expect to Hear a Lot of German in New York."

Beginning in August, billboards appeared in the Los Angeles area, with an additional eight boards in San Diego, on prominent free-ways and major roads such as Sunset Boulevard.

In New York, a billboard in Times Square reads, "Tonight, Expect to Hear a Lot of German on Broadway." Similar messages will relate to Long Island's Hamptons as well as other New York highways.

"We believe the campaign delivers exactly the quick and succinct message needed for effective outdoor advertising by trading on Beck's well-known German heritage and quality," noted John Kucich, president and chief executive officer, Dribeck Importers.

The outdoor execution, Kucich continued, is designed to complement the current drive-time radio campaign for the brand, which also includes place-specific references such as Santa Monica Beach and other California locales.
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Title Annotation:Beck's Beer
Publication:Modern Brewery Age
Date:Sep 30, 1991
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