Wednesday, 13 May 2015
Bud Light Has A Marketing Department Filled With Lemurs
Or at least, that’s what I assume.
How else can you explain the strange, mad, stupid ideas that have come out of the brand in the past months? If you’re not aware, let me break it down for you.
They have a slogan at Bud Light, which is Up For Whatever. Not a bad slogan, I hear you mutter. True. But in the wrong hands it’s one that has proven extremely easy to fuck up.
The main fuck up in question came in the form of a line on the label of some bottles of Bud Light, which read: “the best drink to remove no from your vocabulary for the night.” I shit ye not.
It’s a terrible misjudgment. Made even more shocking simply by the fact that not one person in the entire company seems to have noticed how bad the line was. That alone says a great deal about the company and its brand values.
A lot of words come to mind when reading that line. Irresponsible. Thoughtless. More than a little rapey. All accurate.
But the most disturbing thing about the slogan is that it is entirely consistent with the Bud Light brand as it exists now.
The core issue is that rather than being a question of individual errors, the flaw is in the overall strategy for Bud Light – they are hooked on an idea of being a 'party' brand, without understanding the risks that that positioning involves if not handled carefully.
Being the 'party' drink can bring dividends, but in the 21st century you’re kidding yourself if you think that a positioning like that doesn’t bring enormous risks.
But what can Bud Light do? Their marketing department is filled with lemurs.