Beck's Pitches Light

With a new campaign for Beck’s Light, John Lennon is stamping his first mark on the German beer’s marketing strategy since he became CEO of Beck?s North America in January.

In a campaign breaking this week, TV, print and radio spots from Saatchi & Saatchi reprise the “What Germans do best” message that debuted in 1999.

To build awareness for Beck’s 2-year-old lower-calorie beer, the campaign’s “Germany’s lighter side” tagline plays on the notion that Germany “has a taste for America.”