Beck’s is a German icon; when launching its new low-calorie offering, the brand turned to STRATEGIC. The agency paired up Beck’s Premier Light with GenArt, a group of fashion-forward, hip consumers promoting emerging artists in film, art, and fashion. The targeted tastemakers got a chance to sample the new, low-calorie beer from the Beck’s franchise at hot events thrown in even hotter locations like South Beach in Miami and New York’s trendy meat-packing district.

The mix of subtle branding and targeted sampling built buzz and captured the interest of savvy consumers.