Beck’s is the most bitter mainstream beer in Brazil, a market where people are still used to lighter beers.

And as newcomers, we still had way less distribution and media investment than the competition. We needed to stand out and get people to massively taste the difference between Beck’s bitter flavor and the other beer brands. To achieve that, we did the unthinkable. We asked people to drink the competition.

Beck’s Frequency. A sound frequency that makes any beer taste more bitter.

Studies from Harvard and Oxford proved that high-frequencies make our taste sweeter and low-frequencies make our taste more bitter.

So, we tasked ten top DJs to mix their hits in a high 1043Hz frequency and low 73Hz frequency, a nod to Beck’s 1873 birth year.

Through an innovative experience housed at becksfrequency.com we asked people to listen to these tracks while listening to any less bitter beer. And an integrated campaign teased disbelievers to try for themselves.

Beck’s arrived in Brazil in 2019 and started marketing to its audience in 2020. So, when it comes to beer brands, it’s a newcomer with a unique but great difference: Beck’s is the most bitter beer in the mainstream segment. And we had to use this to our advantage.

Due to its bitterness, drinking Beck’s for the first time is like awakening your senses for something new. So, the core idea behind our strategy is “unlock” and, because our product could unlock our target audience senses, our communication ideas had to do the same.

We targeted 25-35 high income beer drinkers that prefer premium beer and we hijacked the brands they’re used to drinking to showcase our superior bitter flavor.

We worked alongside 10 top brazilian electronic music artists to mix their existing hits in a high 1043Hz (that makes things taste sweeter) and a low 73Hz frequency (that makes things taste more bitter.

Through an interactive musical experience, visitors to becksfrequency.com could listen to any of the 9 tracks while drinking any less bitter beers.

The website was responsive so it worked on any mobile device or desktop, meaning anyone could try anywhere. The campaign lasted 45 days with promo films and images placed in Instagram, YouTube and Facebook. An influencers strategy also allowed for micro and big influencers to try the experience for the first time in front of his fans, so we could get their uncensored reactions to further promote the idea.

By adding a little bit of bitterness to everyone's regular beers, we teased their interest in Beck's bitterness. Positioned Becks as the most bitter in the beer market. And even left a bitter taste on our main competitor’s mouth.

25MM Reach

Tripled the volume vs 2019

Biggest growth in brand perception amongst premium category

Biggest Steal in market share from the leader (Heineken)

But this is just the beginning. When things get back to normal, this signature frequency will allow us to hack the competition's taste in bars, nightclubs and festivals.