Drunkenly Claw Your Next Artistic Masterpiece on a Scratchable Bottle From Beck’s

Better than peeling labels

Headshot of Angela Natividad

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.


Client: Beck's

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

Client: Beck's

Location: Berlin

Packaging Contents: Beer bottle

Packaging Materials: Aluminium, glass

@luckthelady angela.natividad@gmail.com Angela Natividad is a frequent contributor to Adweek's creativity blog, AdFreak. She is also the author of Generation Creation and co-founder of Hurrah, an esports agency. She lives in Paris and when she isn't writing, she can be found picking food off your plate.