In writing our last article, we considered ending the piece with a cautionary hope that what appeared to be the brand's new focus on product distinctiveness in its messaging wasn't a half-hearted attempt that would be quickly set aside, or relegated to some small portion of the brand's overall advertising effort. Our worry was based on the new brand guy's comment about "getting back to humor" in advertising then being readied for the football season.
So, here's the first of the funny stuff to appear. See if you notice anything missing... beyond anything remotely funny.
What appears to have occurred is the new Bud Light marketing guy falling into the trap of considering product distinctiveness to be just one message from the brand. It's not really a strategic message, meaning it's not really at the core of what Bud Light wants people to know and believe about the brand as they're about to make their beer-buying decision at the store.
Ever had a car salesman at a dealership try entertaining you with one joke after another as you were trying to decide which car to buy based on how it might be different and better than others? If so, did you buy that guy's car?
So the short story here is this: Bud Light's humorous advertising isn't funny... and it isn't advertising.