Budweiser Super Bowl ad timely and…effective?
Tom Dougherty, CEO – Stealing Share
1 February 2017
Will the Budweiser Super Bowl spot sell any beer?
Many marketers – hell, creators of all kinds – wonder what the artistic landscape will look like in today’s Trump presidential era. It is such a seemingly unique brand of leadership in modern times that communication will both reflect it and position itself against it. With that, enter the Budweiser Super Bowl ad, “Born the Hard Way.”
“Will the Budweiser Super Bowl ad sell more beer? No. Will it lose drinkers because of it? No. Is it interesting for the early stages of the Trump era? You bet.”
Commercials take months to produce so I doubt you could really call the Budweiser Super Bowl ad a direct response to Trump’s immigration policy. It was no doubt conceived before the election itself. But it paints a very timely subject in emotional fashion.
And on the biggest advertising platform of them all. The Super Bowl.
Certainly, the shouts of “Go back home!” will resonate, and it’s already starting conversation. The ending tagline, “When nothing stops your dreams,” emotionally makes a point.
But, Mike Byrne, Global Chief Creative Officer of Analomy (the agency that created the ad,) said, “When Budweiser told us they wanted to celebrate those who embody the American spirit, we realized the ultimate story lived within their own brand history.”
Will the Budweiser Super Bowl ad attract beer drinkers?
That was the original reason for the Budweiser Super Bowl ad, and it does spark to the American brand of Budweiser. (Even though the brand is owned by AB InBev of Belgium.) And it does hit an emotional intensity that rages through our country at this very moment.
Here’s the real question, though. Does it sell any beer? Certainly, most Bud drinkers identify themselves as American, more so than Coors or Miller drinkers. It’s embedded in the Budweiser brand.
I certainly don’t think Budweiser will lose any drinkers because of this spot, even among those who support Trump’s action. Bud drinkers stay Bud drinkers if they continue to drink beer. The large American lager brands, however, are losing market share to microbrews, wine and spirits because drinking habits are changing and younger generations flutter to what’s new.
Will the Budweiser Super Bowl ad sell more beer? No. Will it lose drinkers because of it? No. Is it interesting for the early stages of the Trump era? You bet.
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