Becks 70+ - A Beer Prohibited For Under 70

Agency: AKQA


Beck's Brewery has recently introduced Beck's 70+, a limited edition beer specially designed for more mature drinkers. As our taste buds age, we develop more resistance to bitter flavours, and Beck's has created a new formula that compensates for this change by offering an even more intense bitterness. This ensures that all consumers can enjoy the same distinctive taste, regardless of age.

To promote the idea that life can remain exciting in old age, Beck's has launched an anti-ageism campaign alongside the release of Beck's 70+. The campaign includes an exclusive event at the Gop Tun Festival, where a VIP list of drinkers aged 70 and over can sample the new beer.

"With new behaviours in everyday life, maturity takes on a different meaning in today's society. The idea of ageing well, which used to be limited to a younger appearance, without wrinkles or grey hair, has gained new meanings. Today, Aging well is being able to continue enjoying all the most delicious experiences in life – including a great beer. It is a dialogue with the pro-aging culture movement, which understands that age does not limit people's desires and aspirations." says Rodrigo Barbosa, Creative Director at AKQA.

Beck's 70+ is not for everyone, as it is prohibited for those under 70 years old. The packaging design of the beer has also undergone a change, with the classic black bottle replaced with a sophisticated grey, serving as a statement about ageing.

To further promote the product, Beck's has also created a parody film of the iconic McLovin scene from Superbad, featuring a 70+ individual. Additionally, the brand has introduced an e-commerce platform where consumers can upload their 70+ ID to purchase the beer, and the product is only available in stores when customers show their 70+ ID. Billboards and posters showcase the exciting life of 70+ individuals enjoying Beck's 70+.

Overall, Beck's 70+ provides a unique opportunity for mature drinkers to enjoy a beer tailored to their evolving tastes. It also encourages people to celebrate ageing and the many experiences that come with it.

This professional campaign titled 'Becks 70+ - A Beer Prohibited For Under 70' was published on April 25, 2023. It was created for the brand: Beck's, by ad agency: AKQA. This Integrated medium campaign is related to the Alcoholic Drinks industry and contains 3 media assets. It was submitted 5 months ago.


Client: AMBEV
Brand: Beck's Beer
Agency: AKQA
Image Production: We Are Sicarios
Audio Production: Hefty Audio


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