One of the recurring comments our readers send us at HeyBeerDan HQ goes something like this: "How come beer advertisers never seem to learn from their advertising mistakes?" The little picture of the guy to the immediate right of this column caught him in the. midst of trying to figure out a good answer to that.
But given the amount of bonehead advertising in the beer category, and the more-than-ample historical sales evidence irrefutably establishing its inability to move the only needle that matters, it's a good question. And here's an even more provocative query: How clueless would an advertiser have to be to see its major competitor correct an advertising mistake, and then go ahead and plagiarize their ads? Not the corrected ads, the failed ones?
Before we supply an answer, remember this Heineken campaign? It was all cheesy, vapid entertainment with nothing of consequence dramatized about the beer. Ad creative people hailed it as avant garde, worthy of all sorts of self-congratulatory industry awards. During the campaign's several year run, Heineken sales only fell.
But given the amount of bonehead advertising in the beer category, and the more-than-ample historical sales evidence irrefutably establishing its inability to move the only needle that matters, it's a good question. And here's an even more provocative query: How clueless would an advertiser have to be to see its major competitor correct an advertising mistake, and then go ahead and plagiarize their ads? Not the corrected ads, the failed ones?
Before we supply an answer, remember this Heineken campaign? It was all cheesy, vapid entertainment with nothing of consequence dramatized about the beer. Ad creative people hailed it as avant garde, worthy of all sorts of self-congratulatory industry awards. During the campaign's several year run, Heineken sales only fell.
Heineken smartly came to its senses--a bit late--finally consigning these mini-movies to the advertising garbage can. When they introduced their new ad campaign featuring Benicio del Toro extolling the real differences that make Heineken special, we were impressed, and said so.
Imagine our surprise and chagrin, then, when Stella Artois--the Belgian Heineken wannabe--just began airing this...
Imagine our surprise and chagrin, then, when Stella Artois--the Belgian Heineken wannabe--just began airing this...
Same vapid characters. Same cheesy faux entertainment. Not a hint of what, if anything, makes Stella Artois a better beer-choice. Soon to come, the same huzzahs from the advertising creative community. But down the road, the same certain fate as the old Heineken ads.
Imitation, it seems, actually can be the sincerest form of... stupidity.
Changing subjects...
So as to leave you contemplating something more positive than advertising stupidity, here's the latest from Budweiser. This is the kind of long-form, special-event promotional ad that can be part of the King of Beer's climb back into relevance.
Imitation, it seems, actually can be the sincerest form of... stupidity.
Changing subjects...
So as to leave you contemplating something more positive than advertising stupidity, here's the latest from Budweiser. This is the kind of long-form, special-event promotional ad that can be part of the King of Beer's climb back into relevance.
And with that, let us wish you--particularly our fellow veterans-- a...
Happy Fourth of July!
Happy Fourth of July!
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