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How spirits ads violate conventional beer wisdom. (First in a series.)

12/5/2013

 
I have posted before that numbers, graphs, and the heavy-duty analysis thereof definitely have their place, it’s just not this place. 

Of course, every rule has its exceptions. Take this graph from the U.S. Beverage Alcohol Forum, for example:
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Inescapable marketing conclusion: The spirits guys are doing quite a bit better job of marketing lately than Big Beer. While this may not mean spirits are doing everything right, wouldn’t it be prudent for beer marketers to keep an eye on the advertising of their liquor brethren?

When you do just that, some striking differences show up. It’s almost like there are two different ad rulebooks, one for booze another for beer. 

Beer ad rule: Alway show "group fun." Partying, fans at a game, stuff like that.  

Have you ever seen a beer ad that takes a somber, almost sad approach?

Not long ago, an ad for Tullamore Dew scotch was featured here after being spotlighted by Ad Age. It shows a group of four black-clad young Irishmen singing a mournful tune as they make their way to a country church cemetery, sit on the graveyard wall, and toast one of their own they’ve lost. Somber indeed, until it’s revealed the “dead guy” is one of the same four guys. This becomes obvious when he's summoned to his wedding by his fetching bride. A very engaging little drama celebrating an insight into the psyches of young-adult men:

BoozeInsight: Guys are keenly are aware that the somewhat scary responsibilities of real adulthood await them, and it’s okay to remind them of this. 

More beer ad dogma: Always depict young men in your ads. 

Southern Comfort never got the memo. 
This ad breaks convention by aggressively not depicting the target market. The guy’s too old and a bit out-of-shape. And—shocker—he’s drinking by himself! 

But having said all that, he’s got a personal style that’s his alone, and it’s somehow engaging and apealing. He definitely enjoys life, and embraces an ethic every guy buys into, as the lyrics put it: "There ain't nobody just like me/I gotta be me." Drinking on the beach portrayed as never before. And it connects to the extent of nearly two million views on YouTube.

BoozeInsight: Guys can relate to, and delight in, a distinctive, interesting personal style, even if it’s not their own style, even if it’s not someone their own age.  

Down the road, we’ll look for more examples of the booze guys breaking the rules.  

Because if there's one thing young men enjoy, it's seeing rules being broken.

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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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