So, as something of a public service to these aspiring craft brewers hoping to grow enough one day to invest in television ads, here's our take on the commercials from three craft brewers who already are that big.
These are some of the latest TV ads for Sam Adams, Blue Moon, and Shock Top. Each brewer takes a different approach. So, how do they stack up?
Awhile back, we laid out our three key criteria for deciding whether advertising was effective. Our Job#1 evaluation said a good ad would meet at least two of three tests.
"Job#1" craft-beer ad ratings
Sam Adams and Blue Moon both pass the Job#1 tests.
But of all the ads, only Blue Moon excels with both distinctiveness in the message, and distinctiveness in its delivery. The ad that reaches for the moon sets a lofty mark for craft brewers eyeing the big time.
"Artfully crafted" indeed.