Years ago, when the calendar page was turned to December, a sort of armistice was declared in the domestic beer wars. Anheuser-Busch and Miller Brewing--who together controlled well over half the market and fought each other viciously throughout the year—would adopt a gentler tone and use television commercials to send Christmas cards to their many drinkers.
These video cards were pretty, pleasant to watch, even touching. But too often, they were no more distinctive than the two identical Hallmark cards you received from two different neighbors. Budweiser's and Miller's cards both featured horses, jingle bells, holiday music, and snowy countryside scenes. Indeed, it's hard to tell which brewery sponsored which ad. And if an ad could've come from either beer brand, what was the point?
These video cards were pretty, pleasant to watch, even touching. But too often, they were no more distinctive than the two identical Hallmark cards you received from two different neighbors. Budweiser's and Miller's cards both featured horses, jingle bells, holiday music, and snowy countryside scenes. Indeed, it's hard to tell which brewery sponsored which ad. And if an ad could've come from either beer brand, what was the point?
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Advertising is all about selling. And selling means somehow cultivating the perception that your brand is a better choice than what the other guy's offering. If you can't come up with a difference in your brand's favor to celebrate, any money you spend on a generic message won't result in sales growth, and shouldn't even be called "advertising."
Sure, the holiday time of the year has most folks relaxing their sharp-elbowed approach to an often difficult world. So it's true that mixing a holiday greeting with any aspect of marketing competitive advantage requires a deft touch. Incorporating a product-distinctivenss message--like, say, citing one brewery's family ownership or another's Mexican origin--could come off as crass. Especially when when prospective customers are in a "goodwill towards all" mood.
Then again, with real creativity, a brewery's ad agency just might be able to pull off a clever blending of product distinctiveness and seasonal joy.
Too difficult a challenge? Not for Heineken...
Sure, the holiday time of the year has most folks relaxing their sharp-elbowed approach to an often difficult world. So it's true that mixing a holiday greeting with any aspect of marketing competitive advantage requires a deft touch. Incorporating a product-distinctivenss message--like, say, citing one brewery's family ownership or another's Mexican origin--could come off as crass. Especially when when prospective customers are in a "goodwill towards all" mood.
Then again, with real creativity, a brewery's ad agency just might be able to pull off a clever blending of product distinctiveness and seasonal joy.
Too difficult a challenge? Not for Heineken...
And Corona has done it beautifully for years...
Sending Christmas cards certainly brightens the holidays.
And if you're a beer brand, adding just the right dash of product distinctiveness can add some jingle, too!
And if you're a beer brand, adding just the right dash of product distinctiveness can add some jingle, too!
Wishing you and yours a jolly holiday season!
Merry Christmas!
Merry Christmas!
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