Burnett Extends ‘Life Beckons’ for Beck’s

CHICAGO Leo Burnett is set to break a television campaign for Beck’s North America, the agency’s first since winning the estimated $10 million account last year, sources said.

Details of the campaign could not be immediately determined, but sources said the work will contain the tag, “Life beckons and you’re holding the key,” an extension of the “Life beckons” line introduced in a radio campaign last fall.

The Chicago agency declined comment on the upcoming campaign. Client executives could not be reached.

Beck’s spent $3 million on advertising last year, down from $7 million in 2001, according to CMR. An official break date could not be determined.

The television campaign coincides with a golf promotion, which encourages consumers to answer the question, “What do you do when life beckons?” Winners will receive golf trips to Las Vegas. The promotion will run from April 7 to June 15.