When I was recently asked what makes for bad beer advertising, I had to stop and think. But not for long. Sadly, these--my "seven bads"-- came to mind pretty quickly:
1. Portraying beer drinkers in an unflattering way. It's hard to believe how commonly this mistake is made.
2. Entertainment for its own sake. If it seems like the commerical's so entertaining it's not really advertising, then that's probably the case.
3. Missing anything aspirational. Remember, beer's a "want" not a "need."
4. Saying nothing about what makes the brand special. The #1 job of beer advertising is to make the brand more special and distinctive than the other guy's. There is great peril in failing to do so.
5. Selling beer, but failing to sell the brand. Slapping a logo at the end of a series of joyful beer-moments is pointless.
6. No appetite appeal. Beer is food, and appetite appeal sells food.
7. Trying way too hard to be "cool." The leading edge is often a bleeding edge. "Be true to yourself" is good advice to beer brands.
Why do I fear that somewhere out there is a Mad Man hipster getting ready to pitch a Miley Cyrus beer commercial, and violate nearly every one of these at once?
1. Portraying beer drinkers in an unflattering way. It's hard to believe how commonly this mistake is made.
2. Entertainment for its own sake. If it seems like the commerical's so entertaining it's not really advertising, then that's probably the case.
3. Missing anything aspirational. Remember, beer's a "want" not a "need."
4. Saying nothing about what makes the brand special. The #1 job of beer advertising is to make the brand more special and distinctive than the other guy's. There is great peril in failing to do so.
5. Selling beer, but failing to sell the brand. Slapping a logo at the end of a series of joyful beer-moments is pointless.
6. No appetite appeal. Beer is food, and appetite appeal sells food.
7. Trying way too hard to be "cool." The leading edge is often a bleeding edge. "Be true to yourself" is good advice to beer brands.
Why do I fear that somewhere out there is a Mad Man hipster getting ready to pitch a Miley Cyrus beer commercial, and violate nearly every one of these at once?
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