In order to appeal to consumers who aspired to have a higher status in life, we developed Beck’s Sapphire. This product was introduced with a national advertising campaign, including a spot in the 2013 Super Bowl where over 100 million people saw the brand for the first time.
Before we appeared on the Super Bowl, I partnered with London-based artist Moritz Waldemeyer to build an installation for Beck’s beer in Los Angeles. The installation was a strikingly detailed steel structure, inspired by the new beer bottle’s black exterior face. The bold design of the bottle and the installation was meant to catches people’s attention and make them curious about the product. We succeeded in our goal and Beck’s Sapphire quickly gained popularity among those who were looking for a luxurious beer option.
We also sponsored New York Fashion Week, in a bid to appeal to influencers around the world. At Fashion Week, Beck’s Sapphire was served at a number of high-profile events, including the opening night gala and the closing night party. In addition to providing beer for the guests, Beck’s Sapphire also had a presence at a number of fashion shows, where models strutted down the runway carrying bottles of the chic beer. By sponsoring such a high-profile event, Beck’s Sapphire is hoping to reach a new audience.
When Beck’s Sapphire launched during the Super Bowl, the ad featured a remix of the famous song “No Diggity” by Blackstreet, and it quickly went viral. Within days, the ad had been viewed millions of times and was being shared across social media. The response was overwhelmingly positive, with people praising the creativity and uniqueness of the ad. In addition to becoming a huge hit online, the ad also helped to increase sales of Beck’s Sapphire significantly. Thanks to their daring and originality of the ad, Beck’s Sapphire has become one of the most talked-about beer.
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