No brand needs a that sort of sales punch more than America's #1 beer. Bud Light's numbers have been heading in a southerly direction for some time. The company's CEO is so desperate for good news that he's now spinning a one-month trend of "flat" Bud Light sales as a cause for optimism.
Several commercials featuring a fake mayor--who, one hopes, can suspend noise ordinances, DUI (dancing under the influence), and police enforcement of disorderly conduct statutes-- point toward "wacky" as the driving aspect of the 72 hours of good times. The chosen few partygoers (selected by auditions, no doubt to ensure
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What's on tap in Whatever, USA? A game of cornhole... a piñata... a weird neon sign... and what looks to be a terrorist-targeted building destroyed by music. So unbelievably... wacky!
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That its drinkers are wacky?
That people will drink it if it's given to them free?
That it's party-hearty beer?
Unfortunately for Bud Light, none of that is in the least bit distinctive. None of it is particularly motivating. And as a consequence, none of it will help the brand very much.
So, when all this money--literally tens of millions--invested behind "Wacky people partying with free beer" fails to turn around Bud Light, do you think Mister Optimism, the CEO, will get canned?
Nah. But the ad agency probably will.