Critical Analysis- Becks

I started by researching Becks website looking at there background and where and when it was first brewed, also I have looked there Fusions art & music page to get a feel for what they are looking for, my work must reflect the contemporary, vibrant, dynamic, and unexpected nature of the shared live experience. I have downloaded the Becks pack which contains the branding hierarchy, lifeform, formats, typography, tone of voice, color, animation and sound, outdoor and appendix to help me in my design.

I researched alcohol advertising and have found that it may not be aimed specifically at minors or, in particular, depict minors consuming these beverages; it cannot link the consumption of alcohol to enhanced physical performance or to driving; it cannot create the impression that the consumption of alcohol contributes towards social or sexual success; it cannot claim that alcohol has therapeutic qualities or that it is a stimulant, a sedative or a means of resolving personal conflicts; it cannot encourage immoderate consumption of alcohol or present abstinence or moderation in a negative light; it cannot place emphasis on high alcoholic content as being a positive quality of the beverages."

For comparative research I visited a number of supermarkets and taken pictures of Becks packaging and also other beer brand packaging such as Stella Artois, Budweiser, Fosters, Carling etc. I visited youtube and looked at Becks history of TV advertising in which they use catchy music that you would associate with Becks when you hear it. I have researched the website adsoftheworld.com and found many of Becks existing advertisements, and also other beer brands such as Heineken who also use music in some of there advertisements.

I have also found that Absolute Vodka have some interesting advertisements, I am interested in the 'In an Absolute World' campaign which has a likeness to the Guerilla style with a comedy side to the advert. Although they also have some existing advertising with vector illustration graphics around the bottle with a message like 'One swallow makes a summer.' This has lead me onto other brands that use vector graphics in their advertising, I like the coca cola advertising campaign 'The coke side of life' all of the advertisements are images that have been designed by leading artists and designers. They have all depicted their own interpretation of the 'Coke side of life' philosophy' and they are all colorful explosions of energy optimism and happiness. I have started to design my own sketches and collages inspired by the coke side of life campaign using musical images and come up with some interesting ideas. Finally i have experimented with Photoshop and Illustrator designing a vector of the Becks bottle, with which I plan to experiment with creating other musical vectors to surround the bottle in the fusions style.