Beck's Appeals to Gen Z's FOMO by Brewing a Beer for Seniors

The campaign from AKQA included a VIP party only for drinkers over 70

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Gen Z is top of mind for most marketers, but Beck’s built its latest campaign around excluding them. The beer brand collaborated with agency AKQA to release Beck’s 70+, a limited-edition brew designed for seniors.

Beck’s claims to be the most bitter mainstream beer in Brazil, but as people age they lose some of their sensitivity to bitter tastes. To compensate for this, Beck’s 70+ ups its levels of International Bitterness Units, a scale that measures the bitterness of beer.

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