Values that defined generations of beer-drinking men seem to have fallen out of favor in beer-brand advertising. We have lamented this loss of traditional masculinity in the marketing of Big Beer (click here for an example). Now, just when we might have despaired, along comes a new Busch beer spot (not yet running on television, only on the brand's website)...
"Here's to earning it." Old-fashioned, hard-working values and the men who embody them celebrated in spoken poetry by a beer brand. In the same vein as "This Bud's for You" and "Welcome to Miller Time" did years ago.
And Busch isn't the only beer brand using traditional masculine values as a platform from which to advertise beer lately. In Coors Banquet's case, it's chivalry...
And Busch isn't the only beer brand using traditional masculine values as a platform from which to advertise beer lately. In Coors Banquet's case, it's chivalry...
So, two winners, right?
Not exactly.
One thumbs down; one thumbs up.
See, while masculinity can still play an important role in beer advertising, masculinity by itself, isn't enough to make a beer brand special. Just bringing men and beer together is hardly insightful. So, let's evaluate the two commercials on our Job#1 effectiveness rating system and see who's selling beer, and who's just being... masculine.
(Remember: a commercial needs two "Ys" or better to be rated effective.)
Not exactly.
One thumbs down; one thumbs up.
See, while masculinity can still play an important role in beer advertising, masculinity by itself, isn't enough to make a beer brand special. Just bringing men and beer together is hardly insightful. So, let's evaluate the two commercials on our Job#1 effectiveness rating system and see who's selling beer, and who's just being... masculine.
(Remember: a commercial needs two "Ys" or better to be rated effective.)
To be sure, the Busch ad celebrates masculine values. Unfortunately, that's pretty much all it does. You hear nothing about Busch beer that makes it special or why it's a great choice for working men. This is a squandered opportunity because the audience may well be engaged in the working-man-earning-it ode (although it is rendered pretty ham-handedly), but there's absolutely nothing about the "it" he's supposed to have earned. It could be any beer. Why not tell us that Busch is a quality beer that costs the working man less of what he's worked so hard to earn? That'd be one way to lay claim to "special."
By comparison, the Coors Banquet ad uses the masculine value of old-fashioned chivalry as a lever to sell the brewer's old-fashioned and longstanding commitment to the specific ingredients in the beer. 140 years worth. This is what makes the beer special, and capturing that is Job#1 for effective advertising.
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