Serviceplan reveals hip hops with Beck’s’ talking plants

Here’s an ad that should appeal to Royal plant whisperers everywhere (Gloucestershire anyway), for Beck’s Soundpils, a limited edition beer that lets you talk to the actual hops courtesy of a Beck’s booth. By Germany’s Serviceplan International, part of its ‘You make it legendary’ campaign for Beck’s.

AB InBev marketing manager Susanne Koop says: “Using a sound box set up in Berlin, passers-by were able to speak to the hops at our hop farm in the Hallertau region – unfiltered and on quite a personal level. As plants react to sound, we grew a special hop with the participation of our consumers.”

Well there you go. Funny things happen when you invite young people into a booth. Bet some of the footage was unusable.

A diverting wheeze.

MAA creative scale: 7.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.

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