Lapiz Lets Beck’s ‘Feel in Spanish’

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. This is how you drink”), TV ads will air on Univision, Telemundo and Telefura starting March 20.

Billboards will be market specific in New York, Chicago and Miami with the appropriate city skyline and headline, “Vive en Ingles, pero sientes en Espanol!” (“You live in English, but feel in Spanish”). Radio, World Cup viewing parties and sweepstakes offering trips to Germany to see the soccer matches also support. The effort will run through fall.

“The Hispanic market has always been a strong supporter of Beck’s and Beck’s Premier Light,” said Victor Melendez, director of European brands. “This market is very important to us and we’ve created a campaign that speaks to their lifestyle and strength of character that identifies with the brand’s attributes.”