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The brand interviewed more than 1,000 people to find the right personality. It picked British standup comedian Darius Davies from London to serve as the voice of the brand. The effort ties into Beck's overall brand positioning of "Different by Choice" created by Euro RSCG 4D, Amsterdam.
Jorge Inda Meza, global marketing manager for Beck's, said the goal of the blog is to create "relevant and entertaining content that's not about beer in online places that are frequented by the target audience. We fully realize that, in order to make 'The Daily Different' truly engaging, we need to avoid corporate stories and let Darius' control the content on 'Different by Choice' by providing posts that are relevant and of interest to our target audience directly on our main site, Becks.com."
Beck's is not the first beer brand to try such a tack. Miller launched its own Brewblog.com in 2006, but stuck more to the topic of beer rather than Top Gun. To promote the site, Beck's has done some minor seeding to other blogs. One such blog, Adrants.com, welcomed the new site with this headline: " Beck's Launches Blog. Does Everything Wrong." It took issue with the tone of the blogger and the fact that it used Flash. Angusgastle.com, meanwhile, outted Davies as being under the employ of an agency.
To promote the site, Davies also will create a "Daily Different Facebook" page as well as a channel on YouTube.
A survey released yesterday by Forrester Research noted that only 16 percent of people trust what they read on corporate blogs, ranking it below message posts and direct mail. Social networking from brands provided the second least trusted source of information.
Beck's poured forth $8 million on U.S. media last year, per TNS Media Intelligence. Of that, $1.3 million was spent online. This year it spent $3.3 million and $400,000, respectively, for the first nine months of the year.
