Posted by Mark J. Miller on March 22, 2013 06:30 PM
Newcastle Gets Real
Newcastle has taken a new tack in its advertising and it’s all about turning old beer advertising on its head. Beer marketers love to throw “heritage” imagery at consumers to make beer drinkers feel like they are part of something bigger, so Newcastle decided to go back to its roots, the English town of Newcastle, where residents—known as Geordies—are filled with humor and realism. The result? Newcastle’s “No Bollocks” ad campaign.
“If you look at the Geordies, they’re very friendly, down-to-earth; they don’t take themselves too seriously, and tell it like it is. We figured that is a really interesting space for us to be in," says Newcastle Brown Ale Brand Director Charles van Es, according to Fast Company's FastCoCreate blog. "We wanted to use that wit and dry sense of humor as our brand voice. We want to be transparent about the fact that we’re marketing to you and the fact that our beer comes from England.”Continue reading...
brands under fire
Posted by Mark J. Miller on February 27, 2013 01:41 PM
Budweiser may want its consumers to turn to their brethren and say, “This Bud’s for you,” but there is a growing number of its flock that is increasingly upset with the brand.
Several new class-action suits against Anheuser-Busch filed in California, Pennsylvania and New Jersey claim that the brewer has been watering down 10 of its products, including Budweiser, Michelob and Hurricane High Gravity Lager in order to boost its own profits, NBC News reports. The word is that a few former employees have shared with others that the company waters down some of its brands “just before bottling and cuts the stated alcohol content by 3 percent to 8 percent.” Similar suits are planned for Colorado and Ohio. Continue reading...
Posted by Abe Sauer on October 3, 2012 03:29 PM
With little to gain and a lot to lose, playing politics is something brands generally do from a position of neutrality ("7-Election"), low-brow humor (Gas-X's "Gas Crisis") or outright mocking of the system (Etch A Sketch; Reebok's 2003 Terry Tate candidacy). So when the Most Interesting Man in the World chose to host a fundraising event for President Barack Obama, Dos Equis's parent Heineken USA was understandably vexed, forced into one of those frustrating statements all brands hate to make that include the words "views are strictly his own, and do not represent."
But maybe Dos Equis — and Heineken — should play to their brand strengths. According to a recent study, both brands' drinkers trend Democratic, with the former rated the most popular beer amongst lefties. So when viewers drunkenly yell at the TV during the first 2012 presidential debate on Wednesday, chances are they will do so with very partisan bottles in hand.Continue reading...
Posted by Mark J. Miller on June 29, 2012 04:56 PM
Anheuser-Busch InBev already owned half of Mexican Grupo Modelo but the world’s biggest brewer apparently needs to keep consuming all in its sight. InBev shelled out $20.1 billion to grab the other half of the brewer of such beers as Corona and Modelo and stake its claim to the growing Mexican market. The name of the website it set up to announce the deal says it all: GlobalBeerLeader.com.
It's a huge purchase, to be sure, but AB InBev sees the upside in the company as a whole and its Corona brand specifically. Modelo “is Mexico's biggest brewer with a 50 percent-plus market share in a virtual duopoly with Heineken's FEMSA Cerveza in the world's fourth most-profitable beer market,” Reuters reports. “Corona is the biggest imported beer in the lucrative U.S. market.” InBev shelled out so much dough partly because Modelo stakeholders had no real incentive to sell.Continue reading...
Posted by Dale Buss on June 29, 2012 08:59 AM
Anheuser-Busch InBev hails adding Corona to stable of brands in $20 billion Modelo deal.
BlackBerry-maker RIM reports dire earnings, slashes 5,000 jobs and delays phone, sees shares plunge and erodes Canadian confidence.
Barclays faces political firestorm.
BMW and Toyota announce joint development of new sports car.
Coty nears IPO.
Family Dollar keeps thriving amid sluggish U.S. economy.
Ford warns of weaker profit because of Europe.Continue reading...
Posted by Dale Buss on June 25, 2012 08:55 AM
AB InBev closes in on buying remainder of Mexico's Grupo Modelo for more than $12 billion.
Apple adds Yelp check-ins to iPhone maps app, sees Motorola Mobility patent case shut down by federal judge and retail workers described by NYT as "loyal but short on pay."
Best Buy tries to regain edge before back-to-school season.
BlackBerry owner RIM reportedly considers a plan to split its company in two.
Cadillac surprises with integration of Apple's Siri voice.
Carl's Jr. and Hardee's set Spider-Man movie tie-in.
Dewar's announces three-year partnership with TED.
Dairy Queen gripes about New York menu restrictions as it enters the city.Continue reading...
Posted by Dale Buss on April 27, 2012 08:59 AM
Amazon sees stock soar on rapid sales growth.
Anheuser-Busch InBev sees global CMO depart.
Apple ads for Siri are questioned for using celebrities.
Betsey Johnson files for Chapter 11.
Cheesecake Factory explores overseas growth.
Ford sees earnings drop on strains from Europe and Asia.
Jamba Juice splits with Nestle and takes control of joint line of energy drinks.Continue reading...
Posted by Dale Buss on April 26, 2012 08:59 AM
Ancestry.com acquires Archives.com for $100 million.
Anheuser-Busch warns UFC about fighters' inappropriate comments.
Apple now gets one-fourth of its revenue from China as CEO emerges from Jobs's shadow.
Bausch & Lomb shifts focus from contact lenses.
Bottega Veneta launches personalized fashion.
Burberry passes New York Times critique of designer lines for kids.
Burger King faces higher costs after decision to go cage-free.
Chrysler quadruples first-quarter profits and slow-walks investment in China.Continue reading...