If you watch sports on TV, beer advertising cannot be avoided. Mostly entertaining, some more than others. Once in a while, those of us in marketing question whether the ads are effective, as in do they help move product. Dos Equis and “The World’s Most Interesting Man” was a good example of success in this field.
Shortly after August Busch IV was named CEO of Anheuser-Busch, he accepted a company director’s recommendation for a consulting firm that would assist with managing the brewer’s burgeoning brand portfolio.
The firm, Cambridge Group, ended up going far beyond portfolio management. In fact, its exhaustive research resulted in the “Drinkability” campaign that — four years and millions in fees later — is considered a major factor in Bud Light posting the first full-year sales decline in its history.
The “Drinkability” debacle, however, resonates beyond A-B, as agencies increasingly chafe under the growing influence of consultants. Marketers are under pressure to justify their budgets, and CMOs, skating on ever-thinner ice, are trying to bring a more scientific approach to a discipline traditionally heavily reliant on gut calls. The degree to which these consultants’ recommendations and findings can translate directly into creative is becoming a familiar frustration for agencies.
Excellent report, with typically good comments.
Very few of today’s effort can rival the effectiveness of “Miller Time” or “This Bud’s For You.” And who doesn’t remember “Tastes Great, Less Filling?” I look forward to getting “drinkability” off the air…