IMC Hawks Blog

Tag: Bud Light

  • Platinum or Gold?

    There’s no question that Budweiser left an impression with their “Brotherhood” Clydesdale commercial. Twitter was abuzz? with admiration for the unbreakable bond of a horse and it’s “brother.” But what about the other Budweiser commercial? The one where they announced their brand extension, “Budweiser Black Crown.” The commercial claimed to be made for the “finest” of our society by stating the beer is made from the finest ingredients and having a glamorous crowd call it their own.

    It’s not uncommon to announce a new product or brand extension at the Super Bowl, in fact just last year Bud Light released “Bud Light Platinum.” This commercial claimed to be a step up from the regular Bud Light brew by striving for platinum, not gold.

    Two similar brands announced similar brand extensions. Budweiser decided to appeal to the elitist in all of us, Bud Light chose to approach our more ambitious side. The clean, crisp factory setting of the Bud Light factory versus the rustic romantic setting of the Budweiser celebration.

    It seemed to us that Bud Light took a bigger risk by ditching the typical crowd voicing their approval and choosing a stark white background to contrast the vibrant blue bottle. In this case, we think the risk paid off. Which commercial do you prefer?

    – Zach Abramo, Callie Fenlon, Lauren Habig,  Alexandra Huss, Michael Nunes, Daniel Schaefer, Dann Williams

  • Who really came out on top during the Super Bowl? The Packers or Bud Light?

    Overall, this years Super Bowl commercials were not as satisfying and did not meet the expectations that previous years commercials met. Usually there is a wide array of different brands being represented, but this year the same ones were repeated. Nonetheless, there were a few that caught our eye.

    Bud Light, which always creates entertaining commercials, did not disappoint. The first commercial that appeared mimicked Extreme Makeover Home Edition and other similar shows.

    The target audience for this commercial is women, different from their usual predominantly male target audience. It begins seeming like the couple, with the typical crazed anticipation of the woman, was going to receive a new kitchen.  Surprise! Only Bud Light was added to the room. The wife was shocked at first and a little unsure, but as people started to party in the kitchen, the host says “now this is a room that everyone wants to be in!”. This adds emphasis to their slogan of “a sure sign of a good time.”

    The second one (our favorite) that spoofed how outrageous product placement has become.

    Product placement is meant to be subtle, something to quietly promote a brand name without interfering the television show or movie (for example, a soda can on a kitchen counter). Bud Light took this fad to the extreme by mentioning how every time you place a product, you get free stuff. Bud Light appears almost twenty times in the thirty-second ad. Since it is such a recognizable brand, they do not have to explain what their product is or why you should buy it. Instead, they are able to use they creativity to make funny and memorable ads that people will talk about. This strengthens their brand by creating a buzz (figuratively and physically).

    They also created a commercial in which the dog sitter throws a party and has the dogs do all the work.

    The dogs open the door, serve beer, DJ, bartend, cook, basically running the party. This is memorable because most people can relate to owning a pet but by having the dogs personify human actions, it creates a humorous and different twist. This ties directly into their current slogan. Even though the commercial does not demonstrate the benefits of drinking Bud Light, it creates an image of how much fun you can have while drinking Bud Light.

    As one of the only three beers represented during the Super Bowl, they stood out as the frontrunner in beer ads for the year.  This indicates their financial prosperity as a company.

    -Allison Day, Jessica Berinson, Megan Canny, Melissa Gagliardi, Scott Burgess