How to sell a beer that looks natural and sustainable

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How to impact and publicize the values ​​of a brand using 100 kilos of moss ? How to give a healthy and sustainable connotation to a drink? How to keep the viewer captive in this globalized world overflowing with messages? German beer Beck's achieved it using a lot of creativity, and a little-known graffiti method . The health aspect is one of the most sought after within the sphere of sustainability by consumers. In this framework, the objective was to differentiate itself and communicate that Beck's is a beer made with natural ingredients . The Lowe Swing Communications agency took up the company's values ​​(independence, youth, creation of trends) and captured them over four weeks in a moss graffiti placed in the Bulgarian capital that spoke the language of nature. After this time, the moss covered a large part of the space, forming a beer bottle accompanied by the phrase “Made only with natural ingredients and an open mind”, only to incorporate the name Beck's at the end . The result is impressive even in photography.

Best of all, the raw material was reusable: the moss Phone Number List was planted again in a national park... so it was even possible to give it added green marketing value , which is a bit reminiscent of Coca-Cola's activation in its billboard to trap CO2 . In these times of excessive, globalized marketing and the search for sustainability, to seduce the viewer, to keep them captive, imagination is needed, not money . Luis MaRam Graduated from La Salle University. MBA from UNAM and Diploma in Corporate Social Responsibility from ITESM, Luis Maram has been an advisor to brands and companies on communication , marketing and CSR issues . He has been a professor and speaker at multiple universities and has given conferences and executive training workshops at several companies. He is currently Director of Marketing and Media at Expok , Sustainability and CSR. His passion for the multifaceted phenomenon of communication has led him to publish in specialized business magazines and to be the author of several columns, some on CSR issues and others on marketing analysis . You can also follow his video clips, Marketing Sustainability .



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