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A Lesson in Classic Branding
By: Cindy Wendland
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Emotional advertising is most effective. Budweiser has built up the association between Clydesdale horses and Budweiser beer since 1933. Over 80 years of branding, consistency has made the Budweiser Clydesdales beloved by the public.

The most recent commercial, “Puppy Love,” aired during the Super Bowl. This commercial took the emotional connection even higher with the cuteness factor of the puppy. People love the majestic Clydesdales, and the public loves puppies, especially soft cuddly Labrador retrievers. Budweiser put the two together, and they demonstrated such a fondness for each other that they couldn’t be kept apart.

Comments about some of the Super Bowl commercials were that people may have liked the ad but couldn’t recall the product. That is a marketer’s nightmare. With Budweiser’s long-running association with Clydesdales, beer was never mentioned in the commercial, yet people knew it was for Budweiser. This is a marketer’s dream. Just to make sure people knew the product was for Budweiser, the commercial closed on Budweiser’s logo and the hashtag #bestbuds.

People felt good about the commercial and it made them want to share. Budweiser received photos from fans sharing their best buds pictures with their pets. Budweiser thanked fans by posting a slideshow of some of the pics on Facebook. This was a great way for the commercial to continue to impact viewers. It’s also a great way to extend the message that Budweiser loves pets and the people who love pets. The use of Clydesdales by Budweiser demonstrated long-running consistency. The addition of the puppy encouraged customer engagement. It’s a great lesson for newer brands to incorporate a classic brand element.

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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