@HeyBeerDan
  • WHO IS "HeyBeerDan?"
  • TITLE INDEX to all articles
  • CONTACT HeyBeerDan

Our lack of optimism for Bud Light's new ads has been quickly justified. Dang.

1/21/2017

 
Well, that didn't take long.

Apparently, the Bud Light people weren't content to simply hint about their new ads. Two days after doing so on an orchestrated press jaunt, they went ahead and released the minute-long spot.

Before seeing them, we had been cynical about the ads based on the hype. We feared we were about to see another in a string of monumental advertising mistakes from the largest beer brand in the world. To, us it sounded like the new ads would be generic, mostly promoting drinking beer, rather than selling one brand, Bud Light.

To determine whether our fears proved justified, we recommended watching the ads--which had been pitched as debuting in the SuperBowl--with two thumbs-up/thumbs-down tests in mind:

- First, imagine the same ad with Miller Lite bottles and cans instead. Would it make as much sense for most any beer brand? 

- Second, see if the new Bud Light ads tell folks something that's unique about that particular beer. Was there anything distinctive about the beer dramatized or featured?

​No need to wait for the SuperBowl now...
Thumbs down.

Change the labels, and this could be Miller Lite. Or remove all the labels, and it could easily be an ad for the industry-promoting  Beer Institute.

And thumbs down.

​For the umpteenth time in the brand's history, nothing unique, distinctive, or interesting about the beer finds a place in Bud Light's ads.

​What a shame. What a shame.

Picture

Comments are closed.

    Subscribe to New-article updates from HeyBeerDan

    * Note: Certain video links may not function in emailed articles.
    Picture

    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.

    RSS Feed

    Archives

    March 2018
    February 2018
    January 2018
    December 2017
    November 2017
    October 2017
    September 2017
    August 2017
    July 2017
    June 2017
    May 2017
    April 2017
    March 2017
    February 2017
    January 2017
    December 2016
    November 2016
    October 2016
    September 2016
    August 2016
    July 2016
    June 2016
    May 2016
    April 2016
    March 2016
    February 2016
    January 2016
    December 2015
    November 2015
    October 2015
    September 2015
    August 2015
    July 2015
    June 2015
    May 2015
    April 2015
    March 2015
    February 2015
    January 2015
    December 2014
    November 2014
    October 2014
    September 2014
    August 2014
    July 2014
    June 2014
    May 2014
    April 2014
    March 2014
    February 2014
    January 2014
    December 2013
    November 2013

Proudly powered by Weebly