Brazil – Acknowledging the growing recognition of the pro-age movement and the individual needs of older consumers, Beck’s Brewery has launched a limited-edition beer for those over 70.
Repackaged in silver grey colours, the beer has been reformulated with stronger bitter notes in view of how our taste buds age and develop more resistance to acidic flavours.
The brand has launched an anti-ageism campaign imagined by AKQA-Brazil alongside the release of Beck’s 70+. A parody short film features an older consumer having to produce ID as proof of age to buy a six-pack. In a tongue-in-cheek twist, the product is only available in stores when customers show their 70+ ID. The campaign also features billboards and posters showcasing individuals aged 70 and over challenging stereotypes while enjoying the age-positive brew.
‘The idea of ageing well, which used to be limited to a younger appearance, without wrinkles or grey hair, has gained new meanings,’ says Rodrigo Barbosa, creative director at AKQA. 'Today, ageing 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-ageing culture movement, which understands that age does not limit people's desires and aspirations.’
Overall, the promotion celebrates ageing in a new light – a democratic approach to drinking culture which we addressed in our Adaptive Appetites macrotrend.
It is time to start acknowledging the unique needs of older consumers, without condescension or assumption. How are you exploring the Flat Age future of your business?