From 1 August 2008, Beck’s will be placing cutting edge contemporary art in the hands of the public with the launch of ‘Canvas’; a project that sees over 20 million Beck’s bottles adorned with art selected by the Royal College of Arts.
Having supported emerging artistic talent since 1985, Beck’s has previously offered pioneering artists such as Damien Hurst, The Chapman Brothers and Tracey Emin a truly unique platform – the Beck’s label.
This year marks a landmark year for Canvas, with Beck’s taking the radical step of releasing four new labels featuring the artwork of unknown students and graduates from the prestigious Royal College of Art.
Following a brief that incorporates Beck’s ‘Individual by Choice’ messaging, winning artists are Charlotte Bracegridle, 34, Riitta Ikonen, 27, Simon Cunningham and Tom Price, 26.
Beck’s Canvas is part of an ongoing programme of activity that continues positioning the iconic brand as a supporter of arts and music, both popular amongst Beck’s young male target audience.
Senior brand manager at InBev, Will Morris, said, “This activity is the perfect brand fit for us to engage our young male target audience. We have an ongoing commitment to helping up and coming artists, and this year we have four exceptional winners."