Budweiser keeps stepping deeper into a self-destructive ad vortex. The most recent ad I just saw includes such messages as:
"We aren't fussy about our beer"
"Budweiser is 'golden suds'"
"We are a MACRO Beer"
"We'll let those other people have their peach pumpkin ale"
"Budweiser is for people who like to drink beer" (i.e. who consume beer in large quantities and think of it as "golden suds").
This brand just seems determined to identify itself as mediocre, mass-brewed swill. They are CHOOSING to sever any remaining ties they might have to people who actually care what beer tastes like.
They are actually PAYING for such messaging. I just can't fathom a more self-defeating ad campaign.
What I think the geniuses who designed this campaign don't get is that there is a difference between A) ridiculing people who don't consume your product and B) increasing consumption of your product. Yes, they throw in a bit of blather about "we've been making beer for 100 years" and "we put beech wood chips in our beer", but is that compelling enough to eclipse such references as "we're not fussy about our beer" and "Budweiser is golden suds" ??
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