Beck’s celebrates Berlin Wall anniversary

Lion Nathan 3Lion Nathan has launched an integrated marketing campaign for its Beck’s brand in celebration of the twentieth anniversary of the fall of the Berlin Wall.  

The campaign encompasses outdoor advertising and experiential activities including on-premise events and photographic exhibitions at venues nationally, as well as limited edition packaging and point-of-sale.

Tim Buesing, creative director at digital agency Holler, curated the photographic exhibition, which will feature in bars in Sydney, Melbourne, Brisbane and Perth.

The photographic exhibition captures 20 hours in the lives of a small group of real Berliners and will run for 20 days from this month.

Arno Lenior, Lion Nathan category director – premium, said: “Beck’s beer drinkers are intrigued by the Berlin we’ve presented in previous campaigns and we want to celebrate this important anniversary by inspiring people to discover this moment in history and the modern art and lifestyle culture Berlin now represents.”

Holler has also developed the new Beck’s brand and UBERSELEKTOR websites and social media properties.

Further, a special anniversary tour of the Beck’s Berlin Sessions will bring German DJs and Berlin club culture to Australian audiences.

Communication consultancy Thought By Them, worked with music promoters, Future Classic, to create the tour, which will visit Sydney, Melbourne, Perth and Brisbane throughout the month.

Lion Nathan 1


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