Republicans Claim To Be Populists. Bud Light Claims To Be Drinkable.

I used to work on the Coors business, so I know how hopped up the Goldenites are on the concept of drinkability. If the idea is foreign to you, simply put the theory is it’s easier to drink more beer if it’s properly watered down and too cold too taste.
Now Bud Light wants some of the drinkability action, according to Adweek.

The new work seems to be a response to MillerCoor’s strategy to take on the No. 1 beer brand by positioning Miller Lite as a beer that offers “great taste” and Coors Light as “The world’s most refreshing beer.” The new Bud Light ads take on both slogans with mentions like “easy drinking taste” and “that just right taste that won’t fill you up.”

Say it isn’t so.

Keith Levy, vp, brand management at A-B, however, said the Bud Light campaign is not a direct response to competing brands, but the evolution of a concept that the brewer has been advertising since the fourth quarter of 2007.
“We’ve been on this for quite a while now,” said Levy. “It was a bit of an aha! [moment] for us as we looked at research. We have this unique superiority claim that other light beer brands don’t enjoy.

I know that people spend their lives researching things like “which mass produced American beer is most drinkable.” So, I want to be sympathetic. But alas, I can not. Beer is meant to have the flavor of hops. You can find such flavors in copious supply thanks to the legion of craft brewers who consistently brew truly “drinkable” beverages.



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.