ABI Marketing & Communications Update #2 (July 17th)

World’s blandest beers rivalry over who taste better

Miller Lite: Spelled different because it’s brewed different

Date: Sept 2016

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Craft beer’s recent rise has directly affected the light beer category, consecutively losing shares in the market. The challenger brand Miller Lite blames Bud Light for its frat-boy image that skewed people’s opinion and ignored the core benefit of light beers. In an ad in 2016, Miller Lite has directed at Bud Light and cut through to consumers by going back to essentials of “More taste, half the calories” making it the better light beer than Bud Light. Miller Lite has also gone further to bring the two beers on a cross country road trip in a “Taste Challenge” for America to blind taste the two beers.

Natural Light: getting Miller to mock Miller

July 2017

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Since Miller Lite’s aggressive campaign ABI has not taken any move until recently it front lined Natural Light brand as a challenger to Miller, rolling out several ads including one with super model Marissa Miller to call out Miller lite’s juvenile move. The ad also brings back on one of Natural Light’s old advert from 1981. The brand’s social media campaigns messages that focus one “One. Less. Calorie” still falls a bit into the freshman frat-boy naiveté.

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A bit about Natural Light
Natural Light was introduced in 1977 as Anheuser-Busch’s first reduced-calorie light beer. Currently the fifth best-selling beer in America, Natural Light is brewed with a blend of premium hops and a combination of malt and corn (Corn, Ugh…) producing a clean flavor, light body and satisfying refreshment.

 

 

http://adage.com/article/cmo-strategy/beer-wars-heat-miller-lite-takes-bud-light/306009/

http://adage.com/article/cmo-strategy/ab-inbev-answers-millercoors-attacks-supermodel-marissa-miller-natural-light/309790/


Heineken: Worlds Apart, An Experiment.

Date: April 2017

Heineken - Worlds Apart - #OpenYourWorld - YouTube.clipular (1).pngIn a partnership with social movement Human Library, Heineken put together a social experiment that brings people with completely opposing views together to bond over sharing things about themselves and collaborative projects without knowing anything about the other party. When at the end it is revealed that they stand for completely opposing ideologies while still got along perfectly, they are given a choice to either walk away or talk about it over a beer.  You know what they chose.Beer starts conversations, while mostly with friends it can also make friends out of complete strangers.

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The campaign received 40million views and sparked numerous conversations on twitter. With this heart warming campaign Heineken shows us that there are more that unites us than divide us.

https://www.thedrinksbusiness.com/2017/05/heinekens-social-experiment-ad-campaign/

 


Heineken: Open to All

Date: May 2017

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In recent years beer has become a progressive industry. Somehow a product that is practically the symbol of patriarchy has started talking about gender equality, bigotry and social issues. An industry that is as old as mankind itself is surprisingly on top of consumer opinions. Creating lite, ultra lite and low calorie lagers that targets the young runners, climbers and yoga enthusiasts is great, but Heineken has gone one step further to become a beer that is truly “Open to All”. In this new campaign Heineken introduced the new 0.0 non- alcoholic beer, the spot features all kinds of people (including alien) heading over to the bar to crack a cold one and at the end introduces the 0.0 beer for “you, when you don’t fancy alcohol”. The campaign also features 8 ads of different people that would want the good time without alcohol.

Link to  playlist Here

 

https://www.fastcompany.com/40438036/heinekens-non-alcoholic-beer-ads-take-inclusivity-to-a-new-level

 


Budweiser: Bud Brewed Locally

Date: July 2017

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595fcdcf118fe.image.jpgAs part of the “Bud Brewed Locally” campaign, Budweiser will feature new packaging that transforms the bottle into 11 state names and motto out of which Budweiser is brewed from.  As well local Budweiser breweries will host open houses around the country for locals to discover their local Bud. This reminder comes at a good time when large commercial breweries like Budweiser are increasingly aware of the impact from local craft breweries which are largely supported by local communities.

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http://www.richmond.com/business/local/in-virginia-budweiser-putting-state-motto-thus-always-to-tyrants/article_455b5e15-72b6-5da1-b9cf-508189b29a96.html

http://www.budweiser.com/en/bud-brewed-locally.html

 

 

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