beer & advertising

[warmstorage]

on the main realbeer.com web page, in <a href="http://www.realbeer.com/library/beerlog/"> BeerLog: Pint of View </a>, i noticed this somewhat lame and ad-business oriented article on the NY Times web site, which unfortunately, you'll probably have to register (free) to read:

http://www.nytimes.com/2003/07/31/business/media/31ADCO.html?ex=1060660800&en=5a1263618a275d6f&ei=5070

of course, you may not want to bother. but the real reason i'm posting is to piss a little about the sad state of beer advertising. yes, the article makes some good points, but essentially glosses over the stupid and pointless approach of trying to sell nasty, thin, weak, tasteless beer through sex. (sex, that is, in the form of fake blonds with boob jobs in skimpy bikinis, drinking their particular form of liquid filth.) the essential message, which focus groups must love since the advertising industry is, and long has been, infatuated with it, is that if you: (drink our beer) (smoke our cigarettes) (wear our jeans) (drive our cars) (etc.) you'll get laid. that's dumb. i mean, not to put too fine a point on it, but that's STUPID.

and i truly cannot understand why the American public buys this crap. (the advertising or the beer.)

now, freedom of speech is great and all that, rah rah rah. i should note that i'm a big fan of freedom of speech (althought it's a negatavist right anyway, but that's for another post). however, it's worth noting that commercial speech is subject to reasonably tailored regulation if it is (A) false, (B) misleading, or (C) illegal. well, it's false *and* misleading to suggest that mere use of one brewery's (shitty) product will get you laid. and it should be illegal to peddle this garbage. (the advertising or the beer.)

okay. now that i've got that off my, er, chest.

love,
warmstorage

[fretlessman71]

Irritating that the state of beer ads today has enough of an effect on people's opinions toward those of us who DO like beer to have us stereotyped as boob loving boobs who watch ball games on the boob tube at bars, isn't it? You'd expect this stuff to be liquid testosterone or something. And people wonder why I'm such an incorrigible beer snob.....

Somewhere back in the depths of this community, there's a thread called "Those mud-wrasslin' Miller Lite women", or words to that effect. The entire thread is an interesting read, as it seems to show opinions from both sides of this debate (meaning that there are some out there who don't mind those commercials so long as they get to watch and don't have to buy the crappy beer). Maybe reading this article and your thread will stir up the debate once again, and also give those of us who endeavor to preserve the reputation of beer afcionados a platform on which to "sound our barbaric yawps".

[warmstorage]

Originally posted by fretlessman71

Somewhere back in the depths of this community, there's a thread called "Those mud-wrasslin' Miller Lite women", or words to that effect. The entire thread is an interesting read, as it seems to show opinions from both sides of this debate (meaning that there are some out there who don't mind those commercials so long as they get to watch and don't have to buy the crappy beer). Maybe reading this article and your thread will stir up the debate once again, and also give those of us who endeavor to preserve the reputation of beer afcionados a platform on which to "sound our barbaric yawps". yes -- and actually i owe this community an apology: i spent much of the summer with my head buried elsewhere, and fell way behind in my summer reading (of posts.) to the extent that my post might re-dredge a discussion which has lived its natural life, i'm happy to see this thread go stale quickly.

unfortunately, i only discovered the above-referenced thread last night after i'd already posted this re-hash. so, i apologize for any accidental redundancy, and will try to do my homework better in the future before dashing off late-night rants.

-warmstorage

[wortchillergoal]

Has any one seen the Heinken commercial spoofing the normal sex beer ad? It shows the sterotypical women wildly partying with guys being filmed on a roof top. Across the alley on another roof top is a quiet cook out party of guys drinking Heinken saying do the really think we're like that. Companies will go after what they think works and sells to a particular demographic grouping. Granted I think the commercials are dumb. Yet, If I were getting paid to run their stupid ads I would do it as long as I got paid.

[paul84043]

Sound our barbaric YAWPS?

I think I'm offended...maybe it's just gas...:D


Oh, yeah....just gas.....

[beer editor]

Here's more on the Heineken advertising from the Chicago Sun-Times.

http://www.suntimes.com/output/lazare/cst-fin-lew11.html

A-B is now running a long form version of some new "True" spots at Budweiser.com. They are kind of mini-films, which apparently can then be cut into 30-second spots. This batch doesn't do much for me, personally.

If you go to the trouble to setting up a guest membership at http://www.canneslions.com there are some really nice international spots available.

The Bud Light commercials shown in Canada are better than the ones for the U.S. John Smith's spots in England make me laugh. In one, there are two couples having a meal and a pint at a pub, when a man gets a call from the babysitter.

He talks to his 4-year-old who is having nightmares about "wardrobe monsters." He reassures her: "There's no such thing as wardbrobe monsters. It's the burglars that break in trhough the window, that's what you ought to be worried about. Sweet dream."

Maybe it's the accents, but I watched it 2 or 3 times.

Prosit,
Stan

[Brownbeard]

OK, I think these commercials are pretty lame as well, but I would like to make two points.

1. I love boobs.

2. Beer has indeed been a factor in getting me laid. Even with my own wife, I know if she has had beers, my odds of getting that sweet nookie are improved.

Sex and partying, is not such a bad gig, I recommend loosening up and trying it. And to suggest that because someone drinks good beer they are too pretentious to look at boobs and watch sports is ignorant. I love sex and sports. They go hand in hand with great beer, as far as I am concerned. If I had sex, sports and great beer, life is pretty complete. I would have to eat of course. Relax. I don't think people in the US are making too many stereotypes about beer drinkers, it is only the majority of the population.

[warmstorage]

Originally posted by Brownbeard
OK, I think these commercials are pretty lame as well, but I would like to make two points.

1. I love boobs.

2. Beer has indeed been a factor in getting me laid. Even with my own wife, I know if she has had beers, my odds of getting that sweet nookie are improved.

Sex and partying, is not such a bad gig, I recommend loosening up and trying it. And to suggest that because someone drinks good beer they are too pretentious to look at boobs and watch sports is ignorant. I love sex and sports. They go hand in hand with great beer, as far as I am concerned. If I had sex, sports and great beer, life is pretty complete. I would have to eat of course. Relax. I don't think people in the US are making too many stereotypes about beer drinkers, it is only the majority of the population. you know, being called ignorant and told to loosen up and relax are exactly why i'm sorry i re-dredged this topic. that said, i remain offended by the ads. it's okay if you like getting a little gratuitous soft porn with your television watching -- we can just disagree. i don't need it to sell me beer, or for sexual gratification. and if any of the micros ever used such tactics to try to sell me beer, i wouldn't buy from them either, even if i liked their product.

-dan

p.s. as for the advice to loosen up and try partying and sex, by which you seem to mean that i should try getting a woman tipsy/drunk to loosen up her legs, thanks, but no thanks.

[Beerconnoisseur]

the essential message, which focus groups must love since the advertising industry is, and long has been, infatuated with it, is that if you: (drink our beer) (smoke our cigarettes) (wear our jeans) (drive our cars) (etc.) you'll get laid. that's dumb. i mean, not to put too fine a point on it, but that's STUPID.

p.s. as for the advice to loosen up and try partying and sex, by which you seem to mean that i should try getting a woman tipsy/drunk to loosen up her legs, thanks, but no thanks.

OK, am I the only one who is a little confused here? Dan, are you offended because people who drink bad beer expect to get laid (from the advertisements)? Or because drinking bad beer is occasionally effective in helping one to get laid? Or even from both? Not trying to pour salt on any wounds; just curious.

From my perspective, advertisers all want to accomplish the same thing. They're trying to get you, the consumer, to do something you normally wouldn't do, to buy their product and give it a chance. Sure, advertisers could use logic in their ads, yet when it comes to making a sales decision, most people rely a lot more on emotion than is prudent. And, since the facts usually aren't in favor of poor products to begin with, logic is rarely used. Instead, they show you something funny, cute, or entertaining, or use sex appeal. But the goal is basically the same.

Yet, for beer advertisers trying to reach a 20-something audience, sex is something almost everyone of that age can relate to. One must also consider that guys are not the only target audience of sexy ads. Getting women to believe that "the cute girls all drink ..." can predispose them to drink that brand of beer. If only on a very shallow subconscious level, advertisers want to get more girls to drink their brand, since it can pay big dividends when guys buy that brand for girls they want to pick up in bars. Great reasons, and less titillation than you might expect. ;)

[wortchillergoal]

I think I am now confused. I thought Dan was saying that commercials offend because all beer drinkers are portrayed as mindless,crass, and only wanting another beer and sex out of life. This does make it hard to educate people about good beer. I grewup in a small town that thinks a raspberry wheat beer is only possible in a Harry Potter movie. They do not know other beer exists as advertising has not taught them thereis more to beer than coors or AB. As I said I don't blame the people or actors making the spots as they need to feed families. It is the producers and reseachers who think so little of the American consumer. I also agree with Dan in as much that if I have to get a girl drunk for sex, that says very little for both her and I.

[Brownbeard]

What you are really upset about is that the microbreweries do not advertise, so everyone thinks there is only partiers and meatheads drinking beer. If the micros started advertising, they would cease to be micros. I was never suggesting that people should get people drunk to have sex with them. I am pretty sure I never said that. What I said is that sex and partying are not all that bad. Just because I drink good beer does not mean that I am an old fogie who can't party and get down with the best of them. Drinking good beer does not make a person uptight, nor is it a good excuse. I applaud people who are willing to take advantage of their carnal instincts. There is far too little of that anymore. The baby boomer yuppies, who were somehow responsible for the rockinest decade of all, the 60's, are now deciding that partying and getting wild is offensive. I see it all the time. It is no longer acceptable to get drunk and yell at sporting events. That is the sort of thing I am talking abo9ut, loosen up, have an extra homebrew, and don't kill the party.

[fretlessman71]

What remains offensive to me about the macro-commercials has always been (and this was just said a few posts ago): "Be seen drinking our beer; you'll get some action." Regardless of how you feel about sex and partying (the first one I'm all for, and the second one I've done far too much in the past to want to do anymore), isn't this offensive to everyone who wants to be taken seriously as a beer afcionado? Really, I don't have a problem with guys liking boobs - it's SUPPOSED to work that way - but the beer companies have decided that this is the easiest way to sell their beer. Personally, I'd be thoroughly embarrassed to be caught dead buying a product advertised in this manner. Guess I've become a prude in my 32 years...

I still think that getting drunk is a waste of time, but getting drunk off of good beer is a waste of time AND good beer. Wanna destroy your brain cells? Buy Everclear and Kool-Aid. Much faster this way. (Believe me, I know... used to do this all the time.)

And, a further call to order: PLEASE stop insulting each other. If prevents us from getting to the truth of the matter, and serves only to make others mad...

[threecb]

Everyone has their right to an opinion, sans name calling. And I'll respect your opinion if you're offended by these commercials. They don't really bother me (but I prefer the humorous ones to the "sex" ones), but they're not going to make be buy their product. I don't think the general public percieves all beer drinkers as party animals any more than they think that Totino's Pizza Rolls will get your kids to do all the chores in a timely manner just because the TV says it's so.

It's advertising! It's supposed to get the target audience interested in the product, and all advertising uses tools like this, regardless of what they're hawking.

Personally, I like the "wingman" commercial, but i'd never buy a coors product!

[fretlessman71]

You'd be surprised. You ought to see the looks my wife gets when she tells people that her husband likes good beer - they think I'm a lush. I tell people at work that I like GOOD beer; i.e., something OTHER than what they serve where I work, and they don't understand it. Some assume that I like stronger beer so I can get drunk faster. Granted, I'm in an area of the country not well known for their intellect, but this is who the ad companies are preying on, after all. I think that the Heineken (is that who did it?) commercial parodying the beach girl-type ad is a step in the right direction in this regard.

Having said all of this, there was a series of Bud Light commercials on the radio that I dearly miss called "Real Men Of Genius." Brilliant! I can appreciate a well-thought-out ad campaign regardless of who created it. Well done, A-B!

[threecb]

Thank YOU, Mr. Giant-Foam-Finger-Maker!

Points well taken, Fret...I sometimes feel the "stares" (real or imagined, i'm not sure) when I discuss my beer preferences with zeal...and you are in the Lite Beer State (doesn't it say that on the license plates? ;) )

[fretlessman71]

Actually, the plates say, "Sounds Good To Me." I'm sure it's a response to an offer of a see-thru brew or a smoke (BARF)....:D

[wortchillergoal]

Originally posted by fretlessman71
Brilliant! I can appreciate a well-thought-out ad campaign regardless of who created it. Well done, A-B!

I think we all enjoy the good ads, AB at superbowl time, because the show good thinking and imagination. The other mystery to me is that when one of the big guys sees a 2% drop in sales they go after the segment of competition that doesn't do 2% of the volume the big guys enjoy. I see this in areas other than beer, god forbid that there is more than beer.

[Theakston]

Larry Bell of Kalamazoo brewing (Michigan) was host for the Smithsonian beer series in DC a couple of weeks back. He makes his own TV ads - which he brought along to share with us - and they were hilarious.

The best was one that started with a guy in lederhosen / Oktoberfest gear playing German songs on an accordian. After a few sips of Kalamazoo beer the accordian tune gradually became "Purple Haze" a few more sips and he was trashing the accordian and setting fire to it like Hendrix. Priceless.

Apparently this one was banned for gratuitous accordian voilence (go figure). Anyone from the Michigan area seen these ads? I guess he can't afford too many prime time slots.

[hopjack13]

i like beer, (but only good beer)
i like boobs (but only my wifes;))
i like to party
i like to relax and have a good beer too.
i don't mind commercials about beer and partying and whatever.
to be honest , i get maybe an hour of t.v. in a week...if that.
so i can't really relate to all the commercials you all speak of.
i like to listen to music have a beer, and if i do watch t.v. it's with the cc on and the stereo playing one of my cd's. mostly i enjoy the company of my wife and kids.
sometimes there's nothing like a good pubcrawl, going out and acting a fool once in a while can be a lot of fun *for me* .
i don't have to worry about getting laid my wife takes good care of me, all i have to do is enjoy my beer and the company im with.
i see nothing wrong with that as long as nobody gets hurt .
the beer ads try to project this drink and party life style like it's the thing to do, well we all no it's not.
the only people who are really influenced by these ads are the soft minded folk, whos' opinion doesn't amount to a whole lot as far as my selfworth. i know what im worth. i could care less what they think of me and my beer. i like me and i like my beer. i have enough friends who do too.
and for the macros,
i'll watch the commercials , i'll even enjoy them , but there wasting there money trying to get me to drink their crap.

[chazwicke]

I've just learned I am an old fogie at 45. Actually I guess I am. I've been doing this beer gig for so long that all my family, friends, colleagues, and employees know my obsession well. My home and office are decorated with breweriana antique and current. They all know and accept that my frequent need to travel is always centered around some beer, brewery or beer related event. They know never, never to bring substandard beer to my home or office. Although, many of them have brought me interesting brews from their travels. And most of all They all know not to get me started on the subject of beer unless they have hours to spend discussing it. With regard to the advertising, I think I must be immune to most of it. I'm not sure I have seen all those ads. And I do enjoy a few hours of TV almost every night. I think I am conditioned to tune out most commercials. Maybe I miss alot of them while I am reclining in my lazyboy watching the back of my eyelids. Man! I am an old fogie at 45!

[barley ben]

And most of all They all know not to get me started on the subject of beer unless they have hours to spend discussing it.

I know most of you know this but, I have found that there is never a simple answer to anyone's question about beer anymore. Even the simple "what's that" when they see hops in the fridge. You always have to explain what they are and what they do when added at what times. The answer can never be just"They're hops for my beer."!