AB Ads Ready for Big Game; Going After Spirits

AB will run a total of 6 ads, 2 each for Bud, Bud Light and new Bud Light Platinum on this yr’s Super Bowl, for a total of 4 ½ min of airtime (2 min for Bud; 2 ½ for Light & Platinum combined). Stella Artois on sideline this yr. AB leading with 2 spots to intro and show “sophistication of Platinum” brand, mktg veep Paul Chibe told Insights. First spot, using sleek and modern automated factory explains “what it is” and 2d spot shows “who it’s for,” noted Paul, which is an “upscale, diverse and professional” consumer. Those just happen to be the drinkers that beer lost to spirits over past few yrs. Indeed, Paul told Ad Age: “We’re going after the consumers who have switched to hard liquor.” In Platinum spots, voiceover makes point that beer is “Triple Filtered-Smooth Finish-Top Shelf taste” and quick close up of cobalt blue bottle shows beer label which notes it contains 6% alcohol. “We feel like we can come up with compelling propositions that can compete on image and that can compete on taste and have these people come back to beer and stay in beer,” he told mag. Just as spirits have taken occasions from beer in recent yrs, these ads borrow a phrase oft-linked to liquor (“top shelf”) and show off some of packaging pizzazz exploited by spirits.

AB relies on proven formula of mixing humor and animals in a Bud Light spot that puts new spin on brand’s familiar “Here we go,” slogan in clever way with a rescue dog named “Weego.” During game, AB’s ads transition from “sophistication” of Platinum to Bud Light spots that allow consumers to “see the humor of the brand” in a way that isn’t “dumbing down the consumer” or making consumer the joke, he added. AB’s keeping 2d ad for Bud Light, which has tie in with NFL, under wraps til game.

For last yr’s Super Bowl, AB’s ads were described as having a “more international feel,” but two ads for Bud this yr are very much woven thru fabric of America as viewers get visual of how iconic brand has been thru key moments in US. First spot features Clydesdales delivering Bud to newly opened bar at end of Prohibition, cheered on by boisterous crowd. Next spot takes theme further by demonstrating how Bud has been a part of celebrations in America from end of Prohibition to present day including events like US Hockey teams improbable gold medal in 1980.

Biggest States Split: Gains in Tex, Fla But Drops in Calif, Ill, NY and Pennsy

Six biggest states were 40% of beer volume in 2011 with very mixed bag of trends, according to data from Beer Instititute. Total beer biz in premilinary data for 50 states down 3.1 mil bbls, 1.5%. But interestingly, 2 of top 3 states showed gains in 2011. Tex volume up estimated 194,000 bbls, 1% and Fla volume up 92,000 bbls, 0.7% (reversing several yrs of declines). But Calif volume dropped 485,000 bbls, 2.2% and Illinois down 360,000 bbls, 4%. So those 2 states accounted for 29% of nationwide drop, but only 15% of volume. Two other top 6 states, NY and Pennsy, down 1% each. Several other larger states had tuff yrs in 2011, including #7 Ohio down 300,000 bbls, 3.5%, despite Q4 Yuengling intro. Arizona dropped another 187,000 bbls, 4% in 2011. Down over ½ mil bbls last 4 yrs. New Jersey down 211,000 bbls, 4.4%. Those 3 states dropped 700,000 bbls between ‘em. And so 5 states were ½ of nationwide drop. There were regional differences too as South generally healthier. Two other top 10 states, Georgia and North Carolina, held relatively even. Yet Michigan (#8) dropped 102,000 bbls, 1.6%.

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