Drink all day!
During the eighties and early nineties, Bud Light and Coors Light especially pursued ad strategies heavy on "sessionability." But because the word "session" was viewed by government regulators and a herd of lawyers as encouraging over-consumption or binge-drinking, a certain creativity was necessary. Even showing two-beer consumption was a definite no-no. So these two brands worked "party hearty" and a strong drinking-outdoors ethic as part of their own code for session drinking. And it worked.
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Years later, the same regulators who frowned on BigBeer's clever efforts to sell session beer chose instead to smile when craft brewers went the same route. As we noted earlier this year, the rules for the little guys were relaxed. Very relaxed. There's no more graphic evidence of how dramatic a change this was than the Founders beer shown here. Not only does "session" get printed right on the label, but the binge-y "All Day" brand name got through, too!
So has Big Beer simply left session appeals to the little guys?
It seemed so until we happened upon these internet-only ads. Somewhat under the radar, one BigBeer brand has created session-y ads. It's Anheuser-Busch's Natural Light, "Natty Light" to its fans. And it makes sense, too, since nobody ever drinks just one Natty Light!
While the brand isn't coming right out and saying "Drink all day," there's a definite session-drinking vibe in its latest work.
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These Natural Light internet ads--some already approaching two million YouTube views--could still be improved. For example, why not tell folks what makes this particular brand a better choice for session drinking? Maybe reference its session-friendly pricing. Regardless, simply finding a way to address sessionablitity is a win for the brand. And for BigBeer.
Hey, craft beer guys: "Who's your donkey?"