InBev UK is supporting premium beer, Beck’s, with a new summer-long promotion offering consumers the chance to ‘Do Something Different Next Weekend’.

The on-pack promotion, developed by The Big Kick, harnesses Beck’s linkage with art and music to inspire brand engagement and drive sales by offering consumers the opportunity to experience a range of activities on a ‘buy one get one free’ basis.

Vouchers from promotional packs of Beck’s and Beck’s Vier, will drive consumers to www.becks.co.uk/different where they can view a menu of experiences, ranging from music lessons to paintballing to a traditional barber’s shave.

The promotional campaign has been designed to dovetail with Beck’s ATL positioning ‘Different By Choice’. In-store point of sale will run in support of the promotion.

The promotion will be communicated across over 2 million packs of Beck’s and Beck’s Vier. It will also be rolled out into selected On Trade customers. Promotional packs will be on-shelf from the beginning of June until the end of August 2009.