Lapiz Lets Beck's 'Feel in Spanish'

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CHICAGO InBev USA next week rolls out its first fully integrated Hispanic campaign for Beck’s and Beck’s Premier Light.

The campaign, via Publicis Groupe’s Lapiz in Chicago, tries to capture the target audience’s confidence to embrace their culture while living in the United States. So it plays up the brand’s key logo, while signaling that the Hispanic consumer can be comfortable drinking a brew that is different from their general market counterparts.

Tagged “Asi eres. Asi la tomas” (“This is how you are.



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