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 now head of brand strategy and creative direction at Bonehook in Portland, Oregon.