Some of the best storytellers in marketing work in the beverage industry–alcohol. Beer, wine, scotch, all have companies with compelling and creative stories. In the case of micro-brew beer vs. big beer corporation, the borders are blurred and the marketing targeted to specific drinkers or audience segments. For example, I heard a really good ad on the radio yesterday for a beer that was called Third Shift Ale, by Band of Brothers, somewhere in Texas.
So I looked Band of Brothers up online expecting to find them easily. Not so easy. Guess why? The beer is a Coors product, but according to beer aficionados online the bottle and packaging mention nothing about its parent company ownership. While digging deeper into this, I discovered that Coors isn’t the only big beer company spawning “micro-brewish” beers that many of us may be persuaded to believe are the craft of small micro-breweries–each with a story to tell and a particular audience to satisfy. Blue Moon is also owned by Coors, Shock Top — by Anheuser-Busch.
The controversy is incidental to my point, but actually helps to reinforce the marketing lengths to which these major companies will go to create personas unique from the corporate body–all in efforts to market to unique segments.
The Most Interesting Man In the World – contemporary Marlboro Man?
Another “great” contemporary beer ad–the Dos Equiis man (“The most interesting man in the world” promotion). What a value proposition, what a blind benefit this beer promises! So popular it’s an internet meme and NPR has even reported on the actor Jonathan Goldsmith, who brings TMIMIW to life.Once upon a time, everyone wanted to be the Marlboro Man, too.
Ever looked at a Scotch bottle or read the packaging? You’ll read captivating tales of Scotch distilleries that are hundreds of years old in some cases and the “magic” that goes into hand-crafting legendary single malts.
Basil Hayden’s bourbon recently did a nice ad in Wired magazine–on one page the black and white image of the bourbon connoisseur relaxing in a rustic/retro bar. Next page featured a selection of the “products he loves,” thus imbuing this ad with key storytelling features. This online promotion, (“Basil Hayden’s, Among Other Things“) does something similar with a featured persona, Max.
More to come… (when I have more time)