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Budweiser's dogs

11/4/2014

1 Comment

 
Dog #1 

One of the top buzz-generating SuperBowl ads this year was the much-awwwwwwed Budweiser puppy commercial. Regrettably, it seemed the people who made the commercial thought all it took to sell beer was a cute dog. No facts about the beer were part of the ad. Nothing to make Budweiser distinctive. As we said at the time-- and since-- it was a terrific commercial for puppy-adoption. But we also predicted what research showed: it sold nary a bottle of Budweiser. 

Dog #1 didn't hunt.
Dog #2

Just in time for the fall holidays comes the second Budweiser hound. Like the puppy, he's probably not going to sell any Budweiser, either. But this time, it's okay. Responsible-consumption is the socially conscious theme here.
Dog #2 definitely hunts; he succeeds as advertising. 

The job was to cause drinkers to carefully consider whether they should attempt to drive home after a night of drinking. The emotionally charged dog-losing-its-owner mini-play--cleverly false-carded in the commercial-- hits home. We'd go so far as to say this is the best example of responsible-consumption beer advertising we've seen in many years.

The advertising progression is clear and encouraging: From a dog that won't hunt, to one that does. 

Perhaps we can look forward to a Budweiser Dog #3 actually selling some beer!

1 Comment
Nevada Places link
3/20/2021 07:30:28 pm

Appreeciate you blogging this

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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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