"To win customers over today, a business... needs to behave in a way that is genuine and is perceived by customers to be authentic." So says Forbes. It follows that advertisers in general, and beer brands in particular, are chasing this key brand value.
Authenticity re-created?
Few brand assets are more authentic than the founder. He or she personifies the brand, giving it a face, a voice, and real legitimacy. But what's a brand to do when the person who created it is dead or otherwise unavailable? Today's increasingly popular answer: Reincarnate them! Kentucky Fried Chicken, Wendy's and Dodge are all engaged in a version of advertising animatronics. Death, where is thy sting?
Authenticity re-created?
Few brand assets are more authentic than the founder. He or she personifies the brand, giving it a face, a voice, and real legitimacy. But what's a brand to do when the person who created it is dead or otherwise unavailable? Today's increasingly popular answer: Reincarnate them! Kentucky Fried Chicken, Wendy's and Dodge are all engaged in a version of advertising animatronics. Death, where is thy sting?
Authenticity re-created...not the real colonel; not the real Wendy; not the real Dodge brothers
While all these campaigns may succeed at registering assorted copy points about the respective brands, their re-created spokes-personae leave something to be desired on the authenticity dimension.
What about beer?
What about beer?
Alone among BigBeer's premium offerings, Coors Banquet has racked up several years of positive sales trends. In a new advertising campaign designed to emphasize its authenticity, Coors joins the trend and reincarnates "Mister Coors."
Not the real "A. Coors." We have our doubts how effective the new ads will be at delivering the holy grail of authenticity. For the same reason we question a faux Colonel Sanders: No matter how well cast, or how well scripted, using actors to bring historic figures back to life just feels flimsy. It's inauthentic.
Some proven routes to beer authenticity
Over the years, Budweiser has registered authenticity by consistent use of its historic icon, the famous Clydesdales. Many imported beers rely on country of origin as their touchstone. But for unchallengeable authenticity, it's hard to beat an actual descendant of the founder. Especially when he's photogenic and filmed in the natural splendor of the Rocky Mountains, home to his family's brewery. Just compare this "Mister Coors" to the re-created one. (Apologies for low-quality video.)
Dozens of these "Golden Colorado since 1873" ads ran for more than a decade, during which time the fortunes of the brewery rose dramatically. While Pete Coors wasn't a bad actor, his advertising effectiveness owed most to his lineage. Nothing flimsy there.
So, maybe there's a lesson here for beer brands longing for authenticity.
Forget reincarnation. If at all possible, go with the real thing.
Or some big horses.
So, maybe there's a lesson here for beer brands longing for authenticity.
Forget reincarnation. If at all possible, go with the real thing.
Or some big horses.
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