One of the oddly lingering myths of beer marketing holds that "Wassup" was an advertising high-point for Budweiser. Yes, the advertising community, Super Bowl polling, and the general-interest press all hailed the ads at the time. Yes, "talk value" (or buzz) was all the rage as the Wassup guys were included in late-night comedy sketches and the like. Yes, people liked the ads. But on the one measure that matters, the Wassup ads were an epic failure. How epic?
Take a look.
Take a look.
Buzz ain't biz
A smart marketer once put it succinctly: Either advertising reverses sales declines, or it's worthless. All the good press, good laughs, and good feelings in the world have no economic value whatsoever if they don't somehow help drive sales... up. Marketers who get caught up in any "good feeling" buzz from advertising that merely entertains its audience do not deserve the word "marketing" in their inflated titles. At best, they should be called "chief entertainment officer" for their brand, but that would only highlight how pointless their efforts really are.
"'Dilly-Dilly' is the next 'Wassup."
So said the Bud Light vice-president last week. Without intending to, he sounded the death knell for his brand's latest advertising attempt to reverse its long-sagging fortunes.
Notice anything missing in this ad?
A smart marketer once put it succinctly: Either advertising reverses sales declines, or it's worthless. All the good press, good laughs, and good feelings in the world have no economic value whatsoever if they don't somehow help drive sales... up. Marketers who get caught up in any "good feeling" buzz from advertising that merely entertains its audience do not deserve the word "marketing" in their inflated titles. At best, they should be called "chief entertainment officer" for their brand, but that would only highlight how pointless their efforts really are.
"'Dilly-Dilly' is the next 'Wassup."
So said the Bud Light vice-president last week. Without intending to, he sounded the death knell for his brand's latest advertising attempt to reverse its long-sagging fortunes.
Notice anything missing in this ad?
There is a complete void of anything about Bud Light beer; nothing at all to suggest the beer is distinctive in any way. "Famous among friends" is a fatuous, inarticulate boast at best. There is absolutely nothing said or shown here to cause the audience to want to buy or drink Bud Light.
So, how's business?
Thus far, the downward slide of Bud Light sales (off 17% over the last five years) continues without even a hint of a positive "dilly- blip." This lack of positive business results continues the trend line set by the "Right beer for whatever" and Amy Schumer "political" ads that preceded it. An amazing string of worthless advertising at a cost of ten of millions of dollars.
Gullible brand people who chase comedy masquerading as advertising often become enamored of their role as entertainers. The ego-lure of becoming a pop-culture merchant is powerful. Too often, their ad agencies encourage this lapse in sound business judgement. At the extreme, these buzz-minded "business people" double-down and spend even more money to chase the buzz. Seeing their catch-phrase grow in popular use is their personal high.
Think we're exaggerating about doubling-down? Here's the very latest from Bud Light.
So, how's business?
Thus far, the downward slide of Bud Light sales (off 17% over the last five years) continues without even a hint of a positive "dilly- blip." This lack of positive business results continues the trend line set by the "Right beer for whatever" and Amy Schumer "political" ads that preceded it. An amazing string of worthless advertising at a cost of ten of millions of dollars.
Gullible brand people who chase comedy masquerading as advertising often become enamored of their role as entertainers. The ego-lure of becoming a pop-culture merchant is powerful. Too often, their ad agencies encourage this lapse in sound business judgement. At the extreme, these buzz-minded "business people" double-down and spend even more money to chase the buzz. Seeing their catch-phrase grow in popular use is their personal high.
Think we're exaggerating about doubling-down? Here's the very latest from Bud Light.
However funny this ad is--and we happen to think it's not particularly funny--it continues to fail at distinguishing Bud Light beer from any other. It aims for laughs, buzz, and meaningless catchphrase repetition rather than asserting compelling brand distinctiveness. In other words, it continues Bud Light's truly remarkable record of advertising that doesn't sell.
Or in other-other words, a waste-waste of time and money.
Dilly-dilly that.
Or in other-other words, a waste-waste of time and money.
Dilly-dilly that.
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