Or would they?
Not long ago, we hammered craft-beer brands for their flawed attempts at advertising. Many were employing an identical strategy, one that suited any--and every--craft brand. As a result, none of them registered anything distinctive about their craft brand. Generic advertising like that is the stuff of Duff. Selling the entire category is a waste of the advertiser's money, and we noted that craft brewers, without the lottery-like ad budgets of BigBeer, could ill-afford to throw money away.
Now comes Busch beer wasting more money on generic advertising than all the craft beers put together. A lottery loser for sure.
"Our beer is for hard-working men (and a token woman)" may be the least differentiating, most generic of beer-brand strategies. Take a look...
Generic it is: Any other BigBeer brand could substitute its cans and bottles and run this ad. But for the different logos, it's as much a Miller High Life or an Old Milwaukee message as it is a Busch message.
Generic advertising is the consequence of lazy creative people being lazy.
In place of thoughtful strategic thinking, the ad guys make empty promises like "We'll look like a leader!" Or, "We can own the target!" Perhaps intimidated, no voice is raised with reasonable responses like, "How is this distinctive?" Or: "Won't we look just like any other brand?" Choosing to proceed without analysis or accountability, insecure clients green-light ineffective generic ads.
Effective advertising, on the other hand--the kind that captures viewer interest and registers a carefully vetted, provocative difference in the beer itself--takes work, intellect, and discipline. Sadly, those are three traits always in desperately short supply among the laziest of ad guys, the Homer Simpsons of marketing.