beck’s paints the town

comunicadores beck's music inspired art

Comunicadores are running a feature on this interesting piece of activity from Beck’s in the UK.

The brand has teamed up with local artists to produce a series of pub facade decorations around the theme of “Music Inspired Art“. The facade in the example above is inspired by The Cure’s “Lovecats”.

This campaign appeals to me for a number of reasons.

Firstly, it creates powerful engagement at the point of consumption – a hugely important objective in beer marketing.

Secondly, it builds the brand’s personality through associations – music and art – that appeal to the brand’s focus audience.

Finally, it provides a valuable service to outlets, by creating attractive exteriors that will attract more visitors, so deepening the brand’s customer relationships too.

A great example of how to make point-of-purchase communications work much harder.

Image borrowed directly from the Comunicadores post, with many thanks

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