To ‘reboot’ beer sales, big brands turn to marketing…again
Brewers seem to acknowledge the need for a reboot. Anheuser-Busch InBev, for instance, is reviewing agencies for Bud Light, recently cutting ties with longtime roster agency DDB. Mr. Long’s MillerCoors, meantime, is expected to unveil a new campaign next year for Miller Lite, whose “Man Up” campaign has not lifted the brand from a sales slump. The brand’s agency, DraftFCB, which also handles the more successful Coors Light brand, is said to have multiple teams furiously working on new Miller Lite ads.
via Beer Industry Looks to Rebuild ‘Brand Beer’ | News – Advertising Age.
Breweries: A-B InBev, Anheuser-Busch, MillerCoors, SABMiller
Beers: Miller Lite
hasn’t it become clear to these guys yet? make good beer (or by a bunch of good breweries and expand them…Which is probably what they’ll do rather than make good beer!)!
Do these companies not realize that many of us “dudes” actually find that “man up” idea to be really moronic?
We’re not 12 year olds who think juvenile jabs from our supposed friends are funny or damaging. We’re grown human beings.
i didn’t think of that… These guys are marketing to the younger (under 21) set… I can just see some high school kids “manning up” around a funnel and then straight into a telephone pole.
Another contradiction to the ‘Man Up’ ads are that even if you’re ‘Man’ing Up’ to a Miller Lite doesn’t that still make you ‘unmanly’. Cause that’s a safe, boring, and flavorless beer. One day advertising won’t raise beer sales and you’ll actually have to produce something of quality.