Beck’s ICE was a late entrant into India’s saturated beer market. A mild beer among brands often fighting to stake claim over who’s got the stronger beer, Beck’s needed a distinct strategy to get noticed.

 

We tapped into the weekday drinking behavior prevalent in the country’s first jobber population, who are often found in bars post-work on Monday evenings, to ring in the week, so as to speak. We positioned the beer as the Monday Night Beer, ideal to lighten up the stress of the week ahead.

 

For the launch, we convinced bars to exclusively sell the beer only on Mondays, creating demand out of scarcity, and backed it with influencers talking about its smooth mild taste.

 

We plastered walls of beer shops across towns with posters highlighting the plight of Mondays and the feelings it evokes.

​