@HeyBeerDan
  • WHO IS "HeyBeerDan?"
  • TITLE INDEX to all articles
  • CONTACT HeyBeerDan

Budweiser's "America" can is a good idea

5/11/2016

 
PictureRed, white and Bud.
Yesterday, the intraweb beer-buzz world came alive. Call it a tempest in a tin (okay, aluminum) can.

First came broad general news coverage (always with a photo included) of Budweiser's "America" can set to appear in market in time for the Fourth of July, and run through election day. That unleashed a torrent of  response from all manner of beer aficiandos--mostly of the craft-leaning variety--slamming Anheuser-Busch. Whines included the lament that ABI is a conglomerate with roots in Belgium and Brazil, so it's really not American. Some marketing experts lamented that changing the labels would risk blurring the brand's identity. Others thought it was too obvious a play on patriotism.

Here's what we think

Initially, we were inclined to let the announcement of a promotional package pass without weighing in. But we were asked for our opinion by so many of our followers, we're reversing course.

In our view, the can's a solid promotional idea. It takes advantage of the brand's indisputable American roots and history, and adds a dash of short-term excitement. Which is exactly what good marketing promotions do. On this measure, these cans have been a whopping success already. Craft-centric critics will hammer Budweiser for any cleverness on its part. Arguably, the better Bud's idea, the louder the lamenting. The rapid slowing of the craft-beer category--up just 2% for the most recent 4-week period, with seven of their top-10 brands declining--may have the craft guys looking for windmills at which to tilt.

If, as we suspect, the America cans are "seeded" (maybe 1-4) into regular cases and 12-packs, loyal drinkers of the King of Beers will delight in discovering they've just popped the top on one of the patriotic cans. A touch of joy and a heightened interaction with Budweiser's relatively new graphics that can only be good for the brand. Suggestions of "blurring the brand image" with this move are pure nonsense, possibly motivated by envy for the only brand that could pull it off. And as to patriotism, it's been a common enough theme in the beer business for years.
Picture
Happy Fourth of July, America.

"Beer me!"

Picture

Comments are closed.

    Subscribe to New-article updates from HeyBeerDan

    * Note: Certain video links may not function in emailed articles.
    Picture

    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.

    RSS Feed

    Archives

    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013

Proudly powered by Weebly