Beck’s is turning 150 years of pioneering in the beer industry; From the first six pack to the first green bottles with UV protection and even the first sound frequency that can change the flavour of beer just to name a few. This vast legacy of innovation informed our brief and objectives: How could we celebrate this milestone in a way that reaffirms our pioneering credentials?

Autonomous - The beer that made itself. Beck’s gave complete control of their 150th anniversary beer to Artificial Intelligence. From recipe to marketing. For this project, Beck’s Pioneered “Compound Prompting” a game-changing system in which every prompt and answer from AI compile to form the next one. This method of digital crafting, allowed Autonomous to choose its own ingredients, name, tagline, visual identity, designed a groundbreaking can, headlines,OOHs, radio, social media and more. Everything imagined, crafted and executed by AI.

The PR strategy for Autonomous - The beer that made itself was to make Beck’s join the global A.I. conversation with a groundbreaking beer made with Artificial intelligence. From recipe to marketing, including its own press release. We wanted to excite early adopters and tech enthusiasts, as well as beer drinkers who are always trying new trends. The success on social would also build momentum for the press to pick up the story.

We told A.I. who we were and shared our brief and objectives, and after a good chat, it gave us the idea of launching an anniversary beer using Artificial intelligence. Then, we pioneered a game-changing digital crafting process called “Compound prompting” a system in which every prompt we used and the answers we got from A.I. formed the next prompt. This helped us ensure consistency in the work, which is hard to achieve in the current AI engines. It’s how, Prompt by prompt, Autonomous made itself in front of our eyes. From choosing its own ingredients, to its own branding and groundbreaking can, all the way through to its marketing assets: Headlines, visuals, packshot, billboards, radio, social and more. It launched itself in Germany, Italy and the U.K. and sold out in under 10 minutes of launch.

Autonomous - the beer that made itself created thumb-stopping design and imagery that captivated people’s imagination, and was fundamental in the results:

- 93% positive sentiment.

- Sold out in 10 minutes of launch.

- 860M in reach.

- 2.3 billion Impressions