By George Anderson
Anheuser-Busch has taken a unique route to marketing its beers, according to a piece in USA Today. The world's largest brewer has moved past the typical "beer, buddies and babes" commercials and focused on developing messages aimed at real men and women.
Bob Lachky, vice president of brand management and global creative chief, A-B said, "This isn't the Stone Age. Young adult consumers see men and women as equal. It's easy to get away with cheap jokes. But if you do, you're putting your brand at risk."
An example of the brewer's "men are from Mars, women are from Venus" approach was demonstrated two years ago in a spot created for the Super Bowl. The commercial showed a woman shopping for hours to find just the right greeting card while her boyfriend grabbed one off the rack while he was buying a six-pack. The woman's response to her card, "It's perfect."
Moderator's Comment: Has A-B created a distinct point of differentiation with consumers, especially women, by not following the traditional "beer, buddies and babes" creative approach with its commercials?
According to the USA Today's Ad Track results, women like A-B's spots more than men: 43% vs. 41%. The paper reports that the "spots also appealed broadly across age groups, unlike most beer ads, which tend to get their best marks from twentysomethings." [George Anderson - Moderator]