My Letter to Budweiser

[Hello]

While I am completely on board for the discussions and outcry to end over that commercial, at least this letter takes it to a level of hilarity. As for Morgan Freeman narrating, no. Samuel MF Jackson my friends. He'll deliver it with ease...sorta.

Good job op! I liked it a lot.

 

[normonster]

I will always remain polyamorous.

 

[Marc77]

Anyone who doesn't think craft beer people deserve a little mockery, take a look at this guy's beer review videos.

See if you can sit through even ONE of his videos. I dare you.

I picked the shortest one and after almost a minute and a half I just couldn't do it anymore. Blather, blather, blather, blah, blah, blah. Look at the camera you dolt! Ten seconds of him drinking and saying mmm, yeah. Then blathering some more. Can we start putting together a fund to go punch this dude in the face?

 

[Billy-Klubb]

I picked the shortest one and after almost a minute and a half I just couldn't do it anymore. Blather, blather, blather, blah, blah, blah. Look at the camera you dolt! Ten seconds of him drinking and saying mmm, yeah. Then blathering some more. Can we start putting together a fund to go punch this dude in the face?

I do things like this.


and this.

 

[GHBWNY]

Sounds like a lot of people who saw the commercial were genuinely offended by it. How do we know that? Because they are talking about it. Did a bunch of exect's sit in a room discussing what population they intended to offend and how they could best go about it? Who knows? But we're talking about it. Would a company as shrewd as AB purposely assume the risk of offending someone when everyone is a potential consumer? Don't know, but let's talk about it. Were the craft beer cameos meant to imply "craft beer drinkers are nerds and Bud drinkers are hipsters"? Maybe, maybe not. But why not talk about it? Was it enough of a campaign to cause a beer drinker to be loyal to his brand? Is that what they want everyone to think? Don't know, but a lot of people are TALKING about it. Getting the picture?

AB produced a commercial the effect of which was calculated --- and it worked.

You see, the commercial was engineered (sorry, but it's TV; it's "manufactured" reality) to get people TALKING. Not about the craft VS. Bud war, but the [BUDWEISER] commercial! Those exect's sat around that room thinking of doing whatever it takes to get people saying the name 'Budweiser' for many weeks after the commercial airs. And everyone here (including myself) and around the world who has commented on the commercial positively or negatively --- it doesn't matter --- have become part and parcel --- i.e., sucked into --- AB's vortex of free advertising. It doesn't matter WHAT you thought about the commercial --- AB DOESN'T CARE! All they care about is that you walk away TALKING about it. AB Advertising Mission accomplished!

 

[Billy-Klubb]

Sounds like a lot of people who saw the commercial were genuinely offended by it. How do we know that? Because they are talking about it. Did a bunch of exect's sit in a room discussing what population they intended to offend and how they could best go about it? Who knows? But we're talking about it. Would a company as shrewd as AB purposely assume the risk of offending someone when everyone is a potential consumer? Don't know, but let's talk about it. Were the craft beer cameos meant to imply "craft beer drinkers are nerds and Bud drinkers are hipsters"? Maybe, maybe not. But why not talk about it? Was it enough of a campaign to cause a beer drinker to be loyal to his brand? Is that what they want everyone to think? Don't know, but a lot of people are TALKING about it. Getting the picture?

AB produced a commercial the effect of which was calculated --- and it worked.

You see, the commercial was engineered (sorry, but it's TV; it's "manufactured" reality) to get people TALKING. Not about the craft VS. Bud war, but the [BUDWEISER] commercial! Those exect's sat around that room thinking of doing whatever it takes to get people saying the name 'Budweiser' for many weeks after the commercial airs. And everyone here (including myself) and around the world who has commented on the commercial positively or negatively --- it doesn't matter --- have become part and parcel --- i.e., sucked into --- AB's vortex of free advertising. It doesn't matter WHAT you thought about the commercial --- AB DOESN'T CARE! All they care about is that you walk away TALKING about it. AB Advertising Mission accomplished!

I thought the point of an advertisement was to get people to buy the product, not just talk about it. no wonder I've been talking about Nike shoes and George Foreman Grills for years without ever buying one!

 

[ubnserved]

Good letter, I hope you sent it. But this horse has been beaten enough.

Really? Without even an apology from the typical 2 faced corporate giant? Not a chance. This commercial was an insult to all the small craft Brewers, the many home brewers and particularly to the craft brewers the walmart of beer has bought over the years because they are too cumbersome to apply the knowledge of 120+ years of brewing in such a way that they are able to come up with something original.

 

[ubnserved]

I thought the point of an advertisement was to get people to buy the product, not just talk about it. no wonder I've been talking about Nike shoes and George Foreman Grills for years without ever buying one!

And I have never bought a bud. I've had a few but never bought one just never cared for them and plenty of other industrial beers are available. I did however collect bud steins at one time but haven't got a new one in 15 years or so. Yes great commercial in that it got people talking unfortunately for them those of us that are actually talking about it are those that brew beer and are not likely to be swayed into buying more of their product. The only others likely to be swayed by the commercial and increase their sales are those unable to drink beer yet more of a subliminal thing in my opinion. For the most part anyone else is unlikely to remember the commercial because for a super bowl commercial it was amazingly bland.

 

[SnakeRidge]

I think that's my big problem with this ad. So, you're painting non-Bud drinkers as effete man boys. Okay, so you make non-Bud drinkers mad and less likely to buy your product. You make Bud drinkers feel superior to the wimps enjoying a well made beer. This may or may not lead them to buy more of your product. Leaving aside the argument that these folks buy a set volume of beer, so there's no real expansion to be expected.

Therefore, the net value of this commercial seems to be nil. Just entrenches both sides and lets each feel superior to the other.

 

[joshesmusica]

billy i really think you gotta keep more of those reviews coming. they were all spot on!

 

[kombat]

If we had a true democracy, [...] then monopolies may not be such a big problem.

We'd also still have institutionalized racism.

 

[kombat]

This is where screennames give us some insight into what will happen should we open a discourse with them.

I'm sorry, I just can't help myself. The stupidity is mind-boggling. People are acting like the advertising folks at Budweiser are idiots for making fun of craft beer drinkers. They apparently don't realize that the advertising folks at Budweiser have but one job: to sell Budweiser. Not to sell Budweiser and Goose Island or Budweiser and Stella Artois, or anything else besides Budweiser. If Bud sales go up because of their commercial, then they were successful.

Besides, it's not like people are going to stop drinking Elysian because Budweiser made fun of craft beer drinkers - they're going to stop drinking Elysian because Budweiser bought it. Budweiser can't win, so they instead went to their roots - Joe Sixpack American blue collar beer drinker.

I guess I just don't understand how people I would otherwise consider quite intelligent (HBT community) could be so naïve, ignorant, uninformed, whatever you want to call it about how simple capitalism/advertising/economics works. There's nothing shocking about the ad. It's exactly what I would expect from the marketing team at Budweiser. When you think about it, any other ad would've been odd. The one they made just makes sense.

 

[Eucrid]

This ad wasn't made to sell more Bud though, it was made to try and stop losing customers. Obviously they wont win over the craft market so they don't really care what we think but that they need to try stop their base jumping to our side is a sad indictment of their marketing to date. And I say marketing because they have the smallest market share of BMC and you couldn't honestly say one was worse than the other.

So yeah they bought the most expensive ad time on the planet to say "oh don't try that other stuff, I know they told you it was tasty but they're a bunch of a nerds and posers. You're not a snobby, nerdy, poser are you? Because thats what all your friends will think if you stop drinking Bud. So just keep quiet and drink your fizzy, tasteless, fussless crap. This ones for you chump!"

 

[Homercidal]

Let's understand one thing: Budweiser is not going to lose to craft beer. They are too massive and light lager is STILL going to be the #1 beer in this land and many others.

It's an easy to drink beer, cheap to make, cheap to buy, and a LOT of people like to drink it.

The question is how much of a bite can craft beer take out of the market, and how will that affect how Bud spends it's money and how many shifts it has to run, or how many fermentors are kept full on a regular basis.

At some point the craft beer market will be saturated and the brotherhood of craft beer makers will start to crumble as they realize that there is no more reason to band together against the evil conglomerate, but rather they will have to acquire market from other craft brewers.

Now I can't say when that will be, but it will happen.

Bud's SB ad is just poking fun. First they did it to homebrewers, then to craft beer. I find it pretty obvious that they would give digs to what is readily identified as the competition. Less obvious is why they would feature an ad about a lost puppy, which has NOTHING to do with their beer or anything about them. I'm a sensitive guy, but I have to roll my eyes at that one. It's the chick flick of advertisements.

 

[unionrdr]

Hey, everybody loves puppies, right? Seems like they're lashing out any way they can. Regardless though, their advertising does come off as rather lame & obvious.

 

[TheCADJockey]

Let's understand one thing: Budweiser is not going to lose to craft beer. They are too massive and light lager is STILL going to be the #1 beer in this land and many others.

It's an easy to drink beer, cheap to make, cheap to buy, and a LOT of people like to drink it.

The question is how much of a bite can craft beer take out of the market, and how will that affect how Bud spends it's money and how many shifts it has to run, or how many fermentors are kept full on a regular basis.

At some point the craft beer market will be saturated and the brotherhood of craft beer makers will start to crumble as they realize that there is no more reason to band together against the evil conglomerate, but rather they will have to acquire market from other craft brewers.

Now I can't say when that will be, but it will happen.

Bud's SB ad is just poking fun. First they did it to homebrewers, then to craft beer. I find it pretty obvious that they would give digs to what is readily identified as the competition. Less obvious is why they would feature an ad about a lost puppy, which has NOTHING to do with their beer or anything about them. I'm a sensitive guy, but I have to roll my eyes at that one. It's the chick flick of advertisements.

:rockin:

 

[broadbill]

This ad wasn't made to sell more Bud though, it was made to try and stop losing customers. Obviously they wont win over the craft market ....

They obviously won't win over the craft market??? Sweetheart, historically they have trounced the craft beer market in terms of revenue, they continue to do so until this day, and if I had to guess I can't think of a more sure bet that they will continue to do so in the future and for years to come.

Five year stock performance of ABI

I'm as rabid of craft brew fan as the next guy, but craft beer holds maybe 10-12% of the market share at this point....that is literally peanuts on the floor.

 

[hunter_le five]

They obviously won't win over the craft market??? Sweetheart, historically they have trounced the craft beer market in terms of revenue, they continue to do so until this day, and if I had to guess I can't think of a more sure bet that they will continue to do so in the future and for years to come.

Five year stock performance of ABI

I'm as rabid of craft brew fan as the next guy, but craft beer holds maybe 10-12% of the market share at this point....that is literally peanuts on the floor.

"Win over", as in "bring existing craft beer consumers over to the macro beer side". Not as in "outperform in market share". That's obviously not going to happen any time soon. No need to be condescending.

 

[1977Brewer]

"Win over", as in "bring existing craft beer consumers over to the macro beer side". Not as in "outperform in market share". That's obviously not going to happen any time soon. No need to be condescending.

Straight up. If I wanna be condescended to, I'll watch Busweiser ads.

 

[GHBWNY]

I thought the point of an advertisement was to get people to buy the product, not just talk about it. no wonder I've been talking about Nike shoes and George Foreman Grills for years without ever buying one!

I don't own Nikes or a GF grill, either. But that is exactly my point. Millions of people don't buy GEICO insurance, but I can guarantee you that those who talk about their commercials have exponentially increased GEICO's bottom line in spite of not actually purchasing their product.

"Advertising" creates an awareness of [Sham Wow!] a product. I don't want to pick on [Sham Wow!] any one particular product, but we all know that a really stupid commercial will turn us off [Sham Wow!] to ever considering buying that product, since even stupidity [Sham Wow!] has its place in advertising. Some commercials [Sham Wow!] are intentionally made so badly and so annoying just so people will stand around and discuss how bad [Sham Wow!] and annoying that commercial was. Still [Sham Wow!], you'll still end up talking about the product. And for better or worse, the more that people talk [Sham Wow!] about a product, the more popular it will become. And like it or not, fame = [Sham Wow!] revenue.

 

[paperairplane]

I don't work in advertising, but many years ago I did get a degree in advertising.

This is exactly what this spot set out to do. Exactly. This ad very effectively targets multiple consumers at the same time.
- It tells the Bud drinker that they are making a good choice drinking Bud.
- It tells the noob that Bud is still a prime choice and is approachable.
- It tells the craft enthusiast that we know you don't like Bud, and we couldn't care less. We own Elysian. And Goose Island. And will continue to acquire craft breweries.

The best case for Bud is that craft brewers DO make a fuss, that they DO create viral social media - because it all serves to keep BUD in the headlines.

Their entire goal is to increase brand awareness and reinforce consumer opinions. There is no bad publicity.

 

[YeastMode]

I never expected that this "letter" would launch a discourse regarding the efficacy of the commercial, especially because there is an entire thread and front page article dedicated to the topic on this forum. I was my attempt at a joke made to like-minded people on a like-minded forum, which quite a few people enjoyed.

Having said that, I personally was not offended by the commercial. I was, however, surprised that the commercial equated plaid shirts, horn rimmed glasses and sweet moustaches to "craft beer drinkers" as if it is a negative. Sure, it got people talking and it elicited a (slightly negative?) reaction which, if the planned result, then mission accomplished. But I don't think that it is really any different from showing a commercial with a stereotypical southerner wearing jeans and an "A" shirt in front of a mobile home with a bud in his/her hand. There are some damn fine people who live in the sticks and enjoy Bud, and that should not be broadcast as a negative. Are there some "hipster" craft beer drinkers? Sure, just like there are some stereotypical drinkers of Bud's products. As as an interesting juxtaposition, the Always "Throw Like a Girl" commercial that was anti-stereotype was universally applauded.

So, my only meaningful complaint about the Bud commercial was that it seemed to be to poke fun using "low hanging fruit" that was not that funny and seemed more like a cheap shot. Once again, am I offended? No. Does the commercial warrant being made fun of? I think so, but only if it is funny.

As for the discussions about advertising and the sentiment that all press is good press, so to speak, I think that the broader issue that seems to be missed here is the seeming erosion of BMC's brand loyalty in general. Generations grew up knowing of only BMC offerings. But as time goes by, those generations expire, and more customers need to be found. I don't think BMC in general is going to college campuses and handing out beer due to sheer altruism. Craft beer may not me a major market player now, but in 20, 30 or 40 years that may be different, especially if 20-somethings are grabbing something else than a BMC offering.

But I am no expert on this subject, so maybe I am wrong. Maybe Bud is going to sell barrels of beer because of this ad. I hope they do. Now if y'all will excuse me, I have a hankering for a lime-a-rita. Those things are money.

 

[rodwha]

"But looking down on the company itself for making a product that many enjoy and has am impressive consistency of quality seems foolish."

That's far from my issue. It's their business practices that Miller/Coors does not participate in. And it's also InBev. I refuse to support them in any fashion. But I've certainly bought Blue Moon or their honey wheat version knowing who owns them. It's not a reluctance of Big Business, but their practices, greed, and deception. See what they attempt to do to small businesses. It's much more than capitalism.

The only way I'll drink a Bud is if someone hands me one.

There's a couple of videos that show just what kind of things they've been doing. Watch them for yourself and then say whether it means nothing or is foolish.

 

[YeastMode]

The only way I'll drink a Bud is if someone hands me one.

That is an approach I have never considered and I think I am going to give it a try. Usually, I just crack it open, pour it on their head, fling the bottle back at their face, throw their cooler in the pool/ocean/canyon/abyss, paste a "Che" sticker on their car and go home.

But you option would seem to work as well.....

 

[SnakeRidge]

That is an approach I have never considered and I think I am going to give it a try. Usually, I just crack it open, pour it on their head, fling the bottle back at their face, throw their cooler in the pool/ocean/canyon/abyss, paste a "Che" sticker on their car and go home.

But you option would seem to work as well.....

Nope, you're doing it right. Carry on.

You can add a 'Haterz gonna Hate' with a Ric Flair inspired WOOOOOO as you walk away if you want.

 

[GHBWNY]

The best case for Bud is that craft brewers DO make a fuss, that they DO create viral social media - because it all serves to keep BUD in the headlines. ...There is no bad publicity.

^^^This

 

[1977Brewer]

Setting the cooler on fire first would be my only suggestion.

 

[kombat]

There is no bad publicity.

You sure about that? Might want to ask Michael Richards.

 

[rodwha]

"Usually, I just crack it open, pour it on their head, fling the bottle back at their face, throw their cooler in the pool/ocean/canyon/abyss, paste a "Che" sticker on their car and go home."

My grandpa would be so pissed if I did that to him!

 

[paperairplane]

You sure about that? Might want to ask Michael Richards.

Following his racial "incident" he has acted in the "Bee Movie", Curb Your Enthusiasm, recurring role on "Kirstie" and is cast in the film "Durant's never closes" in pre-production. He has an estimated net worth of $45 million dollars.