A-B Says Venus and Mars Are Alright

Apr 08, 2003

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

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