Based on the insight that people enjoy scratching the necks of beer bottles (who knew?), BBDO created a bottle for Beck's Germany that lets drinkers scratch whole designs into the packaging.
The aluminum-based limited-edition wrapper comes off under your fingernails like a lottery scratch ticket, giving you creative leeway to scratch-doodle while chatting with friends—or to demonstrate to non-creatives what a compulsive artist you are.
"We wanted to find a way to make Beck's more appealing again to a younger and frequently outgoing audience," the agency says. "It's a party phenomenon: People like to scratch shapes into the characteristic aluminum neck of Beck's bottles. Based on this insight, we developed an interactive and playful packaging that turned the whole bottle into an aluminum canvas."
The effect is even cooler when backlit.
Agency: BBDO Berlin
Creative Managing Director/s: Jan Harbeck
CCO: Wolfgang Schneider
Creative Director: Daniel Schweinzer, Lukas Liske, Ricardo Wolff
Art Director: Nicolas Moles
Copywriter: Lukas Liske, Charlotte Gärtner
Kundenberatung: Lindsay Jönsson
Agency Producer: Michael Pflanz, Markus Kuhn
Photographer: Michail Paderin, Christian H. Hasselbusch
Illustration: Jessica Witt, Marianne Nicolas, Simon Stehle, Lena Dirscherl
Music: Zac Bronski
Motion Design: Marius Menzel
Project Type: Produced, Commercial Work
Packaging Contents: Beer bottle
Packaging Materials: Aluminium, glass