Posts Tagged With: advertising

Big Beer Marketing Offers Big Laughs

Driving home from work tonight I stumbled upon the following billboard:

I couldn’t help but laugh… and then I had to pull over to snap a quick photo to share with you.

But this is all just part of an ever-increasing trend of bad gimmicks the big brewers are using to try and save plummeting sales. Coors is likely the worst player in this game however. First they invent the label that changes color when cold – does a person really need this to make a determination on the temperature of their beer? Seriously?

Soon enough the cold indicator label wasn’t a good enough way to dumb things down. Anyone remember this game-changing invention?

Boy did I think the color changing label was pointless. How lazy are people? But wait – they’re not all lazy. You can verify this by going to the Coors Light Project Cold website. Watch video “experiments” in which people come up with idiotic ways to chill their beer. The best (worst?) shows a guy in a lab coat immerse a can of beer into liquid nitrogen for 6 minutes, only to eventually proclaim that, yes, indeed his beer is now cold enough to drink. Thank…. you…? I never would have guessed that a half-frozen, sub-freezing temperature beer was cold.

Fail.

So, what is my big argument here? Well, despite my Coors bashing, my real intent isn’t to simply make fun of a beer and advertising that I dislike. Rather, I wanted to discuss one of the reasons I started drinking good beer to begin with – positive advertizing. Years back when I was first testing the waters of beer and drinking Guinness and Harp almost exclusively, I started taking notice of Samuel Adams beer commercials. The contrast between their ads, and those of Big Beer, is astounding. Every single Samuel Adams commercial discusses a quality product: the flavor and types of ingredients used, the passion and dedication that goes into their product. Samuel Adams is selling quality beer, and their marketing is geared towards this. Budweiser, Miller, and Coors sell an image. The closest these breweries come to discussing the actual product is to create a panic over serving temperature or making claims of “triple hops brewed,” which, by the way, is a completely superfluous claim. Hops are typically added at three points in nearly every beer. So maybe the slogan should just be:

“Brewed with hops, just like everyone else does. Only we use so few hops that we have to tell you that they’re in the beer to begin with.”

So, please don’t buy into the hype, the hysteria, or the senseless claims. Look for a quality product and leave the gimmicks, catch phrases, supermodels, and football references behind. Oh, and in the time it took you to read this, the article was able to fully chill down to:

C!O!L!D!

COLD! COLD! COLD!

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