The entire beer industry seeks to connect their brands with cool people, primarily targeting those aged 18 to 26. All advertisements are designed for this age group, using the same type of cast members. Beck's, however, has recently broken this pattern.

Numerous studies reveal that the perception of bitterness declines with age. This decrease in sensitivity is due to changes in taste buds and a gradual reduction in the number of taste receptors. As a result, older individuals may be more inclined to appreciate bitter flavors.

With these insights in mind, Beck's, being the most bitter retail beer within the Brazilian market, identified an opportunity to create a new product aimed at older consumers. This innovative approach not only emphasises the unique characteristics of their beer but also sparks a conversation about ageism, challenging societal norms and expectations.

The campaign introduced a new Beck's beer tailored specifically for consumers aged 70 and older, featuring a higher IBU to grant an experience that compensates for the diminished taste sensitivity in this demographic. This unique beer was sold exclusively to those aged 70 and above, sparking curiosity and generating FOMO among younger individuals.

To further challenge the conventional perception of "cool" and address ageism, the product was launched in one of São Paulo's most popular techno parties. At the event, our brand activation created a VIP area exclusively for 70+ consumers, transforming a space that previously felt inaccessible to them. This not only highlighted the new product but also fostered an environment where older individuals could feel empowered and connected to the youthful spirit of the party.

The Beck's 70+ campaign strategy is centred around creating a unique and exclusive product that targets a specific demographic - mature drinkers aged 70 and over - while also challenging ageism and celebrating ageing. To achieve this, Beck's has created a beer formula that compensates for the changes in taste buds that occur as we age, providing an even more intense bitterness so that all consumers can enjoy it regardless of age.

The project used its packaging, the VIP area and delivery app page (all 70+) to communicate directly with the public, complimenting it through the motto "more bitter for more demanding tastes".

A new product was developed, specifically tailored to the taste buds of 70+ consumers. A TVC launched Beck's 70+, featuring a lady purchasing beer for her under 70 friends. Social media content aimed at Gen-Z and OOH ads helped spread the word.

The product debuted in a VIP section of one of Brazil's most hyped parties. However, it was only available for 70+ clubbers, evoking jealousy among the youngsters.

To heighten the FOMO, a photoshoot depicting 70+ consumers enjoying Beck's and nightlife became branded content in lifestyle portals, Vogue and Elle. Additionally, 70+ influencers and 70+ grandparents of influencers tried it. When Beck's70+ became available, it sold out in the first week, showcasing the success of the media planning and the appeal of the product to its audience.

More than a campaign, we created a product, creating a real change in our business and encouraging change in the entire industry.

This innovative approach resulted in over 82MM impacts, +1,25M reach and 5M views on TikTok, the youngest and coolest social media at the moment. We got 99,46% of positive sentiment, mostly trying to get the exclusive beer. Major lifestyle portals, like Elle and Vogue, featured the project too. The product sold out in one week, showcasing high demand and interest.

Beck's has not only had a raise in 13,2% of followers, 21,55% of social media interactions and average increase of 1150% of impact per influencer post, but also brought attention to a critical issue and positioned itself as a forward-thinking brand, while the older generation sparked envy among the younger, trend-savvy crowd in one of São Paulo's most hyped electronic parties.