Following Anheuser-Bush's second-quarter earnings release this week, the top beverage-industry stock analyst was quoted in Beer Marketers Insights saying Budweiser: "...slow(ed) its share decline to just 0.15 share as 'Brewed the Hard Way' and 'Buds with burgers' campaigns contributed to Bud’s 'best performance in over 20 years.'"
Boom.
Using advertising to register the distinctiveness of the beer is a winning formula, as we have long argued here. Just minutes after the first airing of its "Brewed the Hard Way" campaign, we noted it was solid advertising:
The Budweiser selling copy boastfully nails what's unique, different, and distinctive about the beer and the brand. In other words, it lays out the reasons to choose Budweiser. This is what solid advertising does.
The Budweiser selling copy boastfully nails what's unique, different, and distinctive about the beer and the brand. In other words, it lays out the reasons to choose Budweiser. This is what solid advertising does.
| The role of craft beer By delivering its distinctiveness message with a hammer to "Pumpkin Peach Ale" and the fussiness of craft-beer geeks, Budweiser contrasted itself to the hottest segment of the beer business. The whining and the ridicule of Bud's effort from that crowd let you know this classic positioning move had left a mark. Although they had for years often rudely invoked Budweiser as the antithesis of their beers, most craft-beer folks completely missed the point of this turnabout. Budweiser's ads weren't out to win over hopelessly hardcore crafties. Instead, the aim was to remind Budweiser's remaining drinkers what's special about the beer, and in so doing, reinforce their choice whenever they called for the King of Beers. The desired result was snaring more of these brand choices. And yes, we predicted it would work, calling it "inevitable:" By giving current Bud drinkers a solid fact-based justification for their loyalty, combined with a dose of braggadocio chops when the label's in front of them at the bar ("What're you drinking over there, kid, Avocado Ale?"), Budweiser will be called for more often. It's inevitable. |  |
After years of forgettable entertainment-laden ads with nary a hint of what made the brand distinctive, something changed. Budweiser embraced sound principles of advertising, focused on what makes its beer different and special, and contrasted that to competition. Sales--the only solid measure of advertising success--responded in short order.
But was it really "inevitable?"
Yes, indeed. Some tricks work every time.
But was it really "inevitable?"
Yes, indeed. Some tricks work every time.
RSS Feed
