This simple formula's been key to any number of beer-brand successes through the years. From "real gusto" for the beer that made Milwaukee famous, to Leinenkugel's Chippewa Falls locale with its "water from the Big Eddy Spring," a brewery's home linked to its product distinctiveness has powered some amazing brands. And it's still going on. Many of today's most successful craft beers--including the largest of them, Boston's Samuel Adams--follow this path to stunning success.
What about BigBeer? Unfortunately, their multiple mega-breweries-- scattered across the country to reduce shipping costs--conspire against employing the "place" half of the winning formula. When you're from everywhere, you're from nowhere. Anheuser-Busch hardly mentions St. Louis, and Miller's old Milwaukee home is, if anything, even more assiduously ignored. On the product side, BigBeer's attempts at selling distinctiveness have been hit-and-miss (hit: Bud's brewed the hard way; miss: Lite's frothy yellowness).
This isn't advertising; it's little more than a 30-second music video.
In the odd yin and yang of beer advertising, debuting at nearly the same moment comes a new campaign from Corona Light... "The light cerveza."
Odd as that last bit of wording is, in the context of this advertising, it works. Corona Light actually is less like other light beers. Who else has the lime shown so provocatively here, and the beachy Miami vibe? And what other light beer has Corona Light's place of origin? "Mexico" right on the label, and the repeated use of "cerveza," drive the point. Distinctiveness by way of place + product.
If history's any guide, one of these brands is going places.
While the other is running music videos.