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From: a425couple <a425couple@hotmail.com>
Subject: Even Bud Lite gets it! Unlike some NFL players!!
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From: a425couple <a425couple@hotmail.com>
Newsgroups: alt.sports.football.pro.sf-49ers,alt.sports.football.pro.sea-seahawks,alt.economics
Subject: Even Bud Lite gets it! Unlike some NFL players!!
Date: Thu, 26 Oct 2017 13:49:01 -0700
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Forward Article
When spectators are wanting to do something fun,
like watch a game, or select a beer, they do
not want to be lectured on political issues!!

BUD LIGHT TRIES TO RESURRECT ITS PUNCHLINE PERSONALITY IN AD EVOKING 
'GAME OF THRONES'
(go to site listed at bottom to see the fun ad.)
By E.J. Schultz. Published on August 25, 2017.

Bud Light is channeling "Game of Thrones" in a new ad that tries to 
bring back the frivolous, funny marketing that propelled the brand in 
its heyday. The spot by Wieden & Kennedy marks the first of several 
upcoming humorous ads for the nation's largest brew, which in recent 
years has struggled to find the right tone to appeal to today's drinkers.
The new ad is called "Banquet" and debuted ahead of this weekend's "Game 
of Thrones" season finale. It shows people presenting a king and queen 
with increasing quantities of Bud Light. After one man makes the mistake 
of attempting to please the royals with a "spiced honey mead wine," he 
is banished to the "pit of misery." Throughout the ad, the made-up 
phrase "Dilly, Dilly" acts as a medieval version of "cheers."
"I think beer is inherently a fun product," says Andy Goeler, a longtime 
Anheuser-Busch employee who took over VP duties for Bud Light in March. 
"It's all about being with friends and having fun."
"This is, to me, is the personality of Bud Light," he added, recounting 
classic Bud Light catchphrases like "I Love You Man."
In recent years, Bud Light has veered from one campaign to the next, 
with each approach failing to connect with drinkers who are gravitating 
to wine and spirits and trendy craft brews.

Bud Light's last real attempt at humor came in 2016 with the politically 
themed "Bud Light Party" campaign starring Amy Schumer and Seth Rogen. 
But the punchlines were clouded by attempts to take positions on 
progressive causes such as gender pay equality. The ads fell flat and 
Anheuser Busch yanked the campaign in October amid slow sales, before 
the election even took place.

Bud Light shifted to the "Famous Among Friends" campaign in January with 
ads that included some humor but also plenty of sentimentality, 
including one ad that showed how the friendship of two men endured 
through the years. Spuds MacKenzie came back for a Super Bowl ad. But 
the party pooch's return was a one-time deal, leaving some industry 
observers scratching their heads as to why the brand would waste a 
pricey ad buy on a temporary creative device.
The new ads stick with the "Famous Among Friends" tagline. But Goeler is 
putting his stamp on the campaign by leaning way more into humor than 
previous ads in the campaign. "There's a lot of things you can do with 
'Dilly, Dilly,'" he said, chuckling. "It's part of the fun. That's the 
Bud Light world." He also wants the brand to be culturally relevant, he 
said, confirming that the script of the new ad was influenced by "Game 
of Thrones."
While attempts at humor will consume the majority of Bud Light's 
upcoming ads, the brand will supplement the jokey spots with ads that 
focus on beer quality, he said. Two product-focused ads debuted earlier 
this month.
Alcoholic Beverages
CMO Strategy
E.J. Schultz

http://adage.com/article/cmo-strategy/bud-light-laughs-ad-evoking-g...