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Can Rita really "go all night?"

7/28/2014

 
PictureBoozy names, pretty colors, tasty flavors
They all share basically the same recipe: Brew beer, take out all the beer taste and color, then add whatever pretty hue and sweet flavor you like. "Alcopop" was an inspired nickname. These beverages have no real essence beyond their "alco" content, and their sweet "pop" formulation. That said, there has been no lack of on-shelf creativity from the Big Booze likes of Jack Daniels, Bacardi, Smirnoff and Seagrams aiming for a foothold in the beer section.

In the past, Big Beer never much went after the alcopopportunity. Too risky, they thought. Why hand the anti-alcohol lobby a cause célèbre? Imagine the headlines: "Get Debbie Drunk: Big Beer goes after kids with soda-pop alcohol!" All the millions the breweries invested behind public-spirited "responsible drinking" messaging would go for naught.
Enter the beer-co-pop
Never count a beer marketer out.

Maybe tepid brewery sales trends made the new-growth opportunity irresistible. Maybe alcohol pressure groups have gone wimpy, no longer the threat they once were. Maybe hard liquor's forays into malt beverages ultimately became too much to bear. Whatever it was, two years ago, Debbie got a new friend named... "Rita."
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High alcohol (launched at 6%, subsequently upped to 8% ABV). Pretty colors. Fruity flavors. And in place of the imprimatur of a hard-liquor brand name, a hint of sophistication arrives courtesy of the margarita-inspired "Rita" nomenclature (under the odd Bud Light Lime parentage). And there's even a good cover story for the anti-alcohol crowd: Margarita is already an adult beverage, so we can't be marketing to kids!

That's why you pour Rita in a pretty glass, before you party with her "all night long." The music track in this commercial never actually uses that payoff title from the Lionel Richie song, settling instead for "Fiesta forever." But pay close attention for the "Debbie appeal" when the line "Lose yourself in wild romance" is sung. And see who gets the Rita.

This may all be just another passing fancy. The latest sales numbers suggest that Rita could already be following the business trajectory of virtually every other alcopop. Initially there appears to be strong volume, but it doesn't last. Apparently "flavor drinkers" like to experiment, and disloyally move on to the next new thing. The older Rita flavor varieties, for example, are falling while the newer flavors are growing. It's called "churn" and may help explain why the liquor guys have pretty much slowed spending behind their alcopops.

Then again, who knows?  It sure doesn't look like one liquor giant, Diageo, has run up the white flag just yet. At least if these two recently approved alcopop labels are any indication. Maybe alcoholic soda pop really is the future?!?
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C'mon, kids. Drink up!

Heineken wants one thing; its agency another... guess who loses.

7/17/2014

 
There's a brand new ad campaign for Heineken Light, the slumping variant of Heineken, the slumping import beer. It features celebrity, Neil Patrick Harris, but sadly, little else. 

According to New York Times media columnist, Stuart Elliott, here's what the campaign's all about:

"The centerpiece of the campaign featuring Mr. Harris is the celebration by Heineken USA of an award won by the new version of Heineken Light as the 'best-tasting low-calorie lager' at the 2013 World Beer Championships."

But is that really the centerpiece?

Here's the first ad of the just-released campaign.
What the client wanted

Again from Stuart Elliott's piece, this is what Heineken's top marketing guy said the campaign was supposed to be all about...

"Since forever, Heineken has stood out for distinctive taste, and Heineken Light should (too).... so the most important thing driving the campaign” will be “the improvement of the liquid.”

That's music to our ears. We have long championed the importance of product news in changing consumer behavior in favor of your brand. So we heartily agree with the marketing guy's mandate.

What the agency delivered

According to the ad agency's creative guy...

“We want to get Heineken Light back in people’s minds, and when they hear the claim ‘the best-tasting light beer’ we want the reaction to be, ‘I want to taste it.’ “But the twist is that you can’t actually drink the beer” in commercials, he added, “and that’s funny.”

•"When they hear the claim 'best-tasting light beer'?" So, why was this claim only spoken once and never dramatized or featured in any way?

•"That's funny?" What exactly is the point of being funny? In fact, what is the point of spending 90% of a commercial trying to be funny when the entire purpose of the commercial was to sell "the improvement of the liquid"?

Ad guys like this one who put their interests-- "funny ads" being very high on that list among his ilk-- designed to further their reputations ahead of the interests of their client, are marketing criminals. They deserve quick, unforgiving marketing justice.

So, some advice to Heineken. Forget funny and ask yourself: After watching that 60-second commercial (1) Do you remember the claim, and (2) Did the commercial make you want to drink a Heineken Light?

If your answers are "no," and "no,"

Fire the agency.

A better beer deserves... better.
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    The Author

    Dan Fox is a real beer guy.

    For more than half his 30-year career at ad agency, Foote, Cone & Belding, he ran the Coors Brewing account. Leading a group of dozens of advertising professionals, Dan also personally wrote the Pete Coors "Somewhere near Golden, Colorado" commercials, designed the Coors NASCAR graphics, authored sales-convention speeches, and most important of all, formulated marketing strategy for virtually every Coors brand, including Coors Light, Keystone, Killian's Irish Red and more. His proudest achievement? "Our team had every Coors brand growing at once."

    Over his advertising career, Dan was personally involved in the analysis, planning and creation of thousands of ads for a variety of products and services. By way of this blog, he freely shares his expertise about what works, and what doesn't, when it comes to selling beer.

    If you're in the beer-marketing business--or just interested in the subject--you may want to read what "HeyBeerDan" has to say.

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