Beck´s scratch off beer bottle

Beck´s beer bottles have bottle necks made out of aluminium foil. The German beer manufacturer noticed that many consumers scratch the foil off the bottle neck. This got them thinking, together with Berlin advertising agency BBDO. Why not coat the whole bottle in aluminium foil so that the consumer can scratch their own creations onto the bottles. This resulted in a social media hype. However, the manufacturer has decided not to go beyond the test phase, so it will not be brought to market. It is a great marketing idea though.