In celebration of Beck’s’ 150th anniversary, the German beer brand has launched a new integrated campaign powered entirely by AI.
From inception to completion, ‘Beck’s Autonomous’ was devised entirely by AI technology as part of a unique new experiment to re-invent alcohol marketing.
Harking back to Beck’s ‘pioneering’ history as the ifirst brand to use green beer bottles, the brewer used ChatGPT and Midjourney to design the beer, branding and marketing – briefing AI to lead all editing and development until a final version was handed in.
The technology was even entrusted with concocting the beer’s all-new recipe – drawn from millions of different flavour combinations.
Subscribe to Marketing Beat for free
Sign up here to get the latest marketing campaigns sent straight to your inbox each morning
Only 450 of the limited-edition beers have been produced, with a dedicated microsite offering consumers the chance to get their hands on one of the unique beverages.
“After being at the forefront of the brewing world for 150 years, this represents the next step in our journey. It’s been fascinating to see Beck’s Autonomous come to life and how we can continue to embrace new technology in the industry and across brand communications,” Beck’s marketing director, Laura Salway said.
“At Beck’s we know it takes the passion of our brewers and people to make this beer that is enjoyed over the world, and we believe the multi-channel campaign for the revolutionary beer still connects with people on a human-level, despite being created and led by AI. We hope beer-fans across Europe snap up and enjoy Autonomous as a truly revolutionary drink.”
Rolling out across the UK, Germany and Italy, the launch will be supported by print, out-of-home and social media executions – all led by AI technology.
