ST. LOUIS — Last night, Beck’s Sapphire hosted a private party and concert in New York City’s SoHo neighborhood to celebrate the brand’s first-ever appearance in the Super Bowl. The celebration was held at a pop-up “jewelry store” on 201 Mulberry Street where Chet Faker, an Australian artist featured in the Beck’s Sapphire Super Bowl ad, performed.
The high-end beer brand, launched nationwide on New Year’s Eve, created the pop-up “jewelry store” to host a series of events. Last night’s Super Bowl celebration was the first. The pop-up store is designed to help introduce Beck’s Sapphire to New Yorkers, as Beck’s Sapphire gears up for an introduction to more than 100 million Super Bowl viewers on February 3.
“After two years developing Beck’s Sapphire, we are excited to throw celebrations in premier locations like SoHo in New York City,” said Paul Chibe, vice president, U.S. marketing, Anheuser-Busch. “The Super Bowl will be our largest celebration yet. We have created the perfect pilsner and encased it in an exclusive, sleek black bottle. If early reactions are any indication, the celebrations will continue indefinitely.”
Beck’s Sapphire is being introduced to Super Bowl viewers with a 30-second spot titled “Serenade” featuring a surprise admirer — a black goldfish — who is fascinated by Beck’s Sapphire’s one-of-a-kind black bottle. The goldfish circles the bottle, mesmerized, to the thumping rhythms of Chet Faker’s remix of Blackstreet’s legendary 1996 song, “No Diggity.” The spot was created by Mother London.
“A Super Bowl advertisement could help propel Chet Faker to outsized prominence,” said Chibe. “This unique remix of ‘No Diggity’ elevates our spot and puts Chet Faker in front of millions.”
Faker hails from the tight-knit disco and house music scene in Melbourne, Australia. Recently signed to Downtown Records, home to acts such as Gnarls Barkley, Santigold and Major Lazer, Faker will release his debut album in 2013. For its part, “No Diggity” reached No. 1 on the Billboard Hot 100 and earned a Grammy for Best R&B Performance by a Group or Duo with Vocals.
Chet Faker gave just one of the evening’s two propulsive musical performances. The other was given by rock/jazz pianist ELEW, an artist who has been described as “ferociously dynamic” (The New York Times), “powerful [and] visceral” (Vanity Fair), and a “genius” (Gotham Magazine).
The SoHo pop-up was inspired by the aesthetic of fine jewelry, stores and showcases an art installation by famed German designer and engineer Moritz Waldemeyer. The space features a clean, modern aesthetic, interspersed with the exclusive artwork designed by Waldemeyer, whose work represents a blend of art, fashion and design. Waldemeyer has worked with some of the most iconic names in entertainment, including Rihanna, U2, Ellie Goulding and many others.
The Beck’s Sapphire Super Bowl spot will be pre-released on YouTube beginning Feb. 2 with mobile application integration and a homepage takeover on Feb. 3, allowing the ad to live beyond the 30-second spot during the game. YouTube’s reach, in tandem with the Super Bowl audience, will create a prominent platform to introduce Beck’s Sapphire.
“The song and the TV spot are have the potential to be eminently shareable,” added Chibe. “YouTube is the ideal social platform to help consumers connect with the music, the spot and with Beck’s.”
About Beck’s Sapphire
Beck’s Sapphire is brewed with German sapphire aroma hops, which are traditionally used as a finishing or conditioning hop. German sapphire hops give Beck’s Sapphire its distinctly smooth finish. One will find Beck’s Sapphire in high-end clubs, bars and restaurants in New York City and nationwide. It is also available in premium grocery and liquor accounts nationwide in 12-oz black glass bottles in six- and 12-packs.