Anheuser-Busch: 'No More Morons'

TalentZoo.com | Beyond Madison Avenue | Flack Me | Digital Pivot

Archives | Categories

By: Kaitlin T. Gallucci

Typical mass-market beer branding brings to mind visions of the Average Joe, the blue-collar worker, the college dude. Anheuser-Busch InBev's new CMO Paul Chibe calls it the "dumbing down" of the category — and the brand did not play dumb with its newest campaigns.

Anheuser-Busch launched a number of campaigns during this year's Super Bowl for Budweiser, Bud Light, and its newest offering, Bud Light Platinum.

As Chibe describes, "there's no more morons" in the latest Bud Light spots; "the beer drinker is not the butt of the joke... [it has a] smarter application [of humor]."

Similarly, the Budweiser spots "[acknowledged] that there's more to the beer market than sophomoric frat boys under the age of 24... [they] are wonderful storytelling and emotionally engaging," as advertising consultant Tim Arnold wrote.

As we saw last year, craft beer is growing in popularity. Is this apparent repositioning a response to the shift in consumer preferences?

blog comments powered by Disqus

About the Author

Kaitlin T. Gallucci is a marketing strategist, copywriter, and blogger located in New York. Get in touch by visiting her website or following her Twitter.

Beneath the Brand on