Lars Holling
Managing Director Consulting at Serviceplan Campaign
Hamburg, Germany
TitleThe Gegen Braune Flaschen-Bottle
BriefWe wanted to make sure that Beck’s never gets into the wrong hands again. That’s why we answered only two hours after the photo made it into the news: With the pre-release of a design entry. The label on the typical green Beck’s bottle has a distinctive double-meaning. Literally translated, it says “No brown bottles”. And like “red neck” or “white pride” are terms associated with a certain group of people, “brown botte” stands for “right-wing idiot” in German. A political statement that eventually reads: “Against right-wing idiots”.
Campaign The Gegen Braune Flaschen-Bottle
Advertiser AB Inbev
Brand Beck's
PostedNovember 2019
Business Sector Beers, Ciders, Lagers
Story Summer 2018: While Beck’s, Germany’s most popular beer brand, calls to a label design contest on its bottles, major media channels and the social web spread a disturbing photo from Eastern Germany, symbolic of the right-wing protests that turned violent that year. Unmistakably, in the middle of the photo: A Beck’s promo bottle. A PR disaster that has Germans suddenly asking themselves: “Are all Beck’s drinkers Nazis?”
Media Type Social Media
Global Chief Creative Officer
Executive Creative Director
Executive Creative Director
Managing Partner
Account Management Supervisor
Account Management Supervisor
Creative Director
Design Director
Production Company
Digital Agency

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