Excecutive Decisions Episode 2: Drinkability?

Welcome to Episode 2, loyal readers. I originally wanted to focus on a Political Ad campaign this week, but I love nothing about them, while hating everything about them, so where's the fun in that? Let's find some substance people!

Well, I certainly haven't found substance yet, because this week I'm shifting my focus to beer. Hey, it's been a long campaign, and you know everyone else is thinking about it too.

Always regarded for their righteously hilarious Super Bowl commercials (who would have thought that crotch kicking and fire breathing equated with drinking light beer?), Bud Light just released its newest campaign with continuously looping ads through this year’s MLB playoffs, with a theme entitled "Drinkability." Let's check out those spots!






What I Love

It's a very safe spot. It doesn't go too far “over the line,” keeps it fresh with light humor, and hits on all the touch points of enjoying a light beer: social environment, a good taste, and not having that bloated, full feeling. And with all the tension of the InBev buyout of Anheuser-Busch, this provides the ol' standby distractions: sports, grilled meats, parties, and beer.

What I Hate

Dear Bud Light,

Thanks a lot for informing me that your light beer is drinkable. I was getting worried that whenever I would drink your product, that in reality, it was not drinkable and I would face serious repercussions in the near future. But rest assured, your beer is drinkable and also has a great taste! And is less filling! And WHY does that sound like something I've heard from a certain competitor that brews it's light beer just a few miles from the office? Better luck in the Super Bowl, Bud Light.

Consensus

D+

It's cute and fun and all, but I still can't get over how oversimplified "Drinkability" is. Look, if you want to differentiate your position, don't sound so much like your competitor. Everyone who drinks your beer or sees your ads knows you're a polished brand, and that it's a hard game to compete in, but reverting on the old formula to sound like a Miller Lite ad won't swing me.

Oh, and for the record, here's a spot from my favorite Bud Light campaign: