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The Greatest Beer Campaigns

Advertising history of Heineken, Miller Lite, Budweiser, Hamm's Beer, Carling Black Label Beer.

Joey Choi

on 27 September 2012

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Transcript of The Greatest Beer Campaigns

This campaign peppered with ex-jocks contained more than 200 commercials, and its lively debate entertained sports fans for nearly three decades. Is Miller Lite good because of the taste or because you can drink a ton of it and still have room for nachos? Instead of advertising Miller Lite beer as a diet beer, Miller Brewing Company put emphasis on the taste and calorie reduction of their signature light beer. During the first five years of the campaign, sales of Miller Lite took off from just under 7 million barrels a year to more than 31 million barrels, breaking the all-time record for beer makers. “Refreshes the parts other beers cannot reach” 1975 Heineken History Heineken Campaigns Label history of Heineken Before Alfred beginning his career in the management of the brewery, he spent two years living in the United States. There, Alfred learned as much as he could about selling beer, discovering advertising and the power of the Heineken brand. Upon his return to Amsterdam, Alfred brought with him ideas which lead to a small revolution within the company. Heineken wanted to advertise, not only to promote the beer but also the brand. The Heineken management at the time believed advertising to be an unnecessary luxury because a good product sells itself. But Alfred got his way, with the first branded Heineken’s bottle of beer going on sale in 1948. Because shopping in that period was mainly a woman’s responsibility, it was necessary for consumers to be encouraged to buy Heineken beer and not the brands from other breweries. So began a long history of advertising campaigns, adverts which from that moment focused on the brand not the product. Alfred Heineken's insight advertising Adverts, trying to seduce women into buying Heineken’s beer in the shop. On the black banner across the bottle’s label, the word Heineken’s was printed instead of Pilsener. Even the way the Heineken name was written was cheered up; formerly written in capital letters, Heineken’s was changed to lowercase letters, the ‘e’ titled slighly backwards. The ‘smiling e’ was born. Lastly, Heineken’s elininated the ‘spostrophe s’ from the logo in 1962, as well as reducing the size of the large red star to a small white one, making the Heineken name more prominent. It was in this period that much of the company’s tradition changed. With “Heineken refreshes the parts other beers cannot reach”, Heineken’s long-time agency Lowe created a 30-year identity for the brand beginning in 1975. Considered by many as one of the all-time great slogans in the UK, it spawned an endless stream of classic commercials which suggested the miraculous powers of the lager. This slogan lasted 33 years and was replaced by “How refreshing, how Heineken” written by Clemmow Horby Inge in 1998. TV ads for Heineken's "Refreshes the parts other beers cannot reach" is a brilliantly conceived and inventive set of adverts that used humor and smartness interchangeably. For nearly 30 years, Heineken promoted itself as the beer that '…refreshes the parts other beers can't reach'. To prove the point, their ads showed situation where the unachievable was achieved with the help of either bottled or canned Heineken. A strong brand must meet consumer expectations and provide satisfaction. Consumers must be persuaded to buy the product and if there is no unique selling point, consumers will have no urge to buy the product. Heineken is a premium beer and its quality taste always satisfies their customers. Heineken promoted in Britain advertising that their unique selling point was “Heineken refreshes the parts other beers cannot reach.” this was a smart move seeing as it is hard for a brand like Heineken to find a unique selling point because all beers are considered to taste pretty much the same. They’re considered a premium beer brand so this allows them to charge a premium price because people pay more for quality and feel safer in the knowledge that they are getting a better quality product if they are paying a higher price. http://www.wardlemclean.co.uk/pdf/heineken-hit-or-myth-real-story.pdf Miller Lite 'Unique Selling Proposition' The Unique Selling Proposition (a.k.a. Unique Selling Point, or USP) is a marketing concept that was first proposed as a theory to understand a pattern among successful advertising campaigns of the early 1940s. It states that such campaigns made unique propositions to the customer and that this convinced them to switch brands. The term was invented by Rosser Reeves of Ted Bates & Company. In Reality in Advertising (Reeves 1961, pp. 46–48) Reeves laments that the U.S.P. is widely misunderstood and gives a precise definition in three parts:
1. Each advertisement must make a proposition to the consumer. Not just words, not just product puffery, not just show-window advertising. Each advertisement must say to each reader: "Buy this product, and you will get this specific benefit."
2. The proposition must be one that the competition either cannot, or does not, offer. It must be unique—either a uniqueness of the brand or a claim not otherwise made in that particular field of advertising.
3. The proposition must be so strong that it can move the mass millions, i.e., pull over new customers to your product... "Tastes Great, Less Filling" 1974 The 1st mainstream light beer! Parody ad for Hertz
It features O.J. and Arnold Palmer with cameos by Dick Butkus and Bubba Smith living Founded in 1855
by Frederick Miller in Milwaukee.
1966, the conglomerate W.R Grace and Company bought 53% of Miller. 1969, Philip Morris bought Miller from W.R Grace. 1. George Steinbrenner and Billy Martin The 10 Best Miller Lite "Tastes Great" Ads 2. Boog Powell and Jim Honochick 3. Steve Mizerak 4. Bob Uecker and Tip O'Neill 5. Mickey Spillane 6. The bowling tournament 7. Joe Frazier 8. Dick Butkus and Mike Roberts 9. Dan Fouts and Kenny Stabler 10. Yogi Berra, co-starring Jason Alexander light beer was considered a women’s drink. Since men are the heaviest consumers of beer by far, Miller devised this strategy to have masculine pro sports players and other macho figures of the day fighting over whether it “Tastes Great… or Is Less Filling.” in an effort to sell to the key beer-drinking male demographic. Once audiences saw the beer associated with jocks fighting, the new image stuck and Lite became a huge success with mostly male audiences. Repositioning a women's product to become a man's product Brief History After its first inception as "Gablinger's Diet Beer," which was created in 1967 by Joseph L. Owades, a biochemist working for New York's Rheingold Brewery, the recipe was given (by the inventor of the light beer process) to one of Miller's competing breweries, Chicago's Meister Brau, which came out with the Meister Brau "Lite" brand in the late 1960s. When Miller acquired Meister Brau's labels the recipe was reformulated and relaunched as "Lite Beer from Miller" (which was its official name until the mid 80s) in the test markets of Springfield, IL, Knoxville, TN and San Diego, CA in 1973, and heavily marketed using masculine pro sports players and other macho figures of the day in an effort to sell to the key beer-drinking male demographic. Other brewers responded, especially Anheuser-Busch with its heavily advertised Bud Light in 1982. In 1992 light beer became the biggest domestic beer in America. The Miller Brewery complex in Milwaukee, WI Miller Genuine Draft: Miller Genuine Draft (MGD) was introduced in 1985 as the original cold filtered packaged draft beer. license its brand to a local brewer in hopes of expending volume. If that relationship is successful, Heineken may then take an equity stake or forge a joint venture. In doing so, Heineken piggybacks sales of its high-priced Heineken brand with an established local brand. As a result, Heineken now sells in more than 170 countries. With more than 110 breweries in over 50 countries and export activities all over the world, Heineken is the most international brewery group in the world. Heineken over Geographic boundaries and market
segments Heineken has a sequential strategy when the brand wants to reach new markets. The company first enters a new market by exporting to build brand awareness and image. If the market response is deemed satisfactory, the company will then Budweiser Adolphus Busch left Germany for the United States in 1857. He settled in St. Louis, Missouri, where he eventually established his own brewing supply house. In St. Louis, Busch also met and married a woman named Lilly Anheuser. Lilly’s father, Eberhard Anheuser, owned a small brewery that had been yielding lager beer for some time. In 1864, Busch partnered with his father in-law to form what would eventually become the Anheuser-Busch Company. The Beginning of Budweiser In the mid-1800s, most Americans preferred robust, dark ales. Busch had encountered lighter lager beers during his travels and began brewing a light Bohemian lager. Anheuser-Busch introduced this lager in 1876 under the brand name Budweiser. Brewers in Bohemia (today's Czech Republic) generally named a beer after their town with the suffix "er." Beers produced in the town of Pilsen (today's Plzeň), for example, were called Pilsners. Busch and Conrad had visited another town, only 65 mi south of Pilsen, also known for its breweries: Budweis. Beer has been brewed in Budweis since 1245. Some Bud advertising campaigns have entered the popular culture in the United States. They include a long line of TV advertisements in the 1990s featuring three frogs named "Bud", "Weis", and "Er", the Budweiser Ants, and a campaign built around the phrase "Whassup?". Recent campaigns of Heineken "It's Miller Time!" 1971 tagline for Miller high life.
originally positioned as premium. beer and had a nickname called "the champagne of bottle beer".
soon after competitors like Budweiser, Schlitz, and Pabst introduced lite beers -> Miller high life lost its competitiveness
after Philip Morris' takeover of Miller, they repositioned to a high consumption market - the male, blue collar market.
Result: made Miller to 2nd ranking beer brand (it was 8th before the campaign). 'catfight' of 2002 Philip Morris noticed that there was a gap between the actual consumers and the models in the beer advertisements. During the time, even Budweiser, the leading brand of the time who were called "the king of beer" used scenes like partying in luxury mansions. Although the actual consumers were mostly blue collared males. "Buy that man a Miller beer"
"Miller beer - made in America"
"You work hard - stop and taste the high life" Miller has closely researched blue collar life styles and drink habits, they distributed miller to taverns in country regions for people who want to drink after work. They had increased production of cans instead of bottles so that people can enjoy Miller beers outdoors. Miller Time is the time for a beer after long day of work, and time to relax! Ads were focusing on people doing hardwork like firefighters, mine workers, and railway workers. Depicted Miller time as a precious time after hardworking and reward for the labor. "This bud's for you" 1979s 1970 "Everything you always wanted in a beer. And less." "For all you do, this Bud's for you." "Hey Mabel, Black Label!" 1940s Carling Black Label Beer “Bussscchhh!” debuted in 1979 and has been a part of the Budweiser brand ever since.
background: still suffering by the effects of the Vietnam War.
object: to appeal consumers' affection for the blue collar American workingman. (to salute the American workers)
strategy: the impression that Budweiser is speaking directly to the consumer. -> direct speaking
target: typically male, ages 18-34, is fun loving, care free, sociable and is interested in popular culture and sports.
used real workers in the campaign and each commercial showed people working all day long and then having a Bud at the end of the day. It suggested that hardworking men deserved a quality beer at the end of the day and that, moreover, the "regular guy" was a hero deserving of recognition.
for the first time, beer ads were not about the beer, but about the beer drinker.
result: In 1980s, sales increased with shipments of 50.6 million barrels, and a 27% market share. Name Origin target: 21- to 27-year old young adults
object: to attract young viewers across racial, ethnic, and gender divides.
won nearly every major award in the industry, including the prestigious Grand Clio and the Grand Prix at the International Advertising Festival in Cannes, France.
resonated with a new, more youthful audience and became not just an industry award winner but also a pop-culture phenomenon.
result: sales of Bud Light continued to grow at double-digit rates, and in 2001 it surpassed Budweiser to become the best-selling beer in the United States. and in 2001 it likewise outperformed the industry, approaching a market share of nearly 50 percent. "Whassup?" 1999 "Bud", "Weis",
and "Er" Kingdom of Alcohol Hamm's Beer "From the Land of Sky Blue Waters" 1950s Blue Nun wine Stiller & Meara campaign 1970s Molson Beer Laughing Couple 1980s Bartles & Jaymes "Frank and Ed" 1985 The Absolut Bottle Absolut Vodka Background: In 1981, Bartles & Jaymes first hit the market, but sales were sluggish, so the great ad man Hal Riney was called in, and he promptly created two of the 80s most iconic figures, Frank Bartles & Ed Jaymes.

Result Campaigns Riney the iconoclastic copywriter who helped build San Francisco into a creative center for advertising with low-key, upbeat campaigns for President Ronald Reagan's first presidential bid, in 1980, that included the line "It's morning again in America."
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