Challenger Ads Are A Good Call

Have you seen the Miller Brewing commercials where a long line of people stand outside of the Budweiser brewery, each waiting their turn to speak to “The King of Beers” through a megaphone? This is classic challenger brand material.
The main take-away is the idea that an individual cannot gain an audience with such a powerful (and insulated) corporation.
Miller also makes a cogent point that debunks one of Bud’s major product claims. The Miller “citizen activists” say all beer brewed in the US is fresh. It’s a simple truth, and one that effectively undermines Bud’s “born on dating” proposition.



About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative at Bonehook in Portland, Oregon.