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Based on the insight that people enjoy scratching the necks of beer bottles (who knew?), BBDO created a bottle for Beck's Germany that lets drinkers scratch whole designs into the packaging.
The aluminum-based limited-edition wrapper comes off under your fingernails like a lottery scratch ticket, giving you creative leeway to scratch-doodle while chatting with friends—or to demonstrate to non-creatives what a compulsive artist you are.
"We wanted to find a way to make Beck's more appealing again to a younger and frequently outgoing audience," the agency says.
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