| As in several previous SuperBowls, the biggest single | | | | has a conventional loyaty advertising strategy, |
| advertiser at this Superbowl XLI was | | | | suggesting that Bud Light drinkers are willing to make |
| Anheuser-Busch, with nine spots. Their Bud Light | | | | an effort or take risks to keep or get Bud Light. |
| brand alone fielded six 30' commercials. Now, of | | | | Such a loyalty strategy lacks the competitive bite |
| course, Bud Light is already the market leader of this | | | | necessary to attract either category share from |
| category. And this may be the reason why they | | | | other light beers, or category expanding share from |
| seemed so complacent with their Superbowl | | | | ordinary beers. |
| advertising. | | | | Bud Light features a tag line that says: "Refreshingly |
| Let us look at Bud Light advertising at this Superbowl | | | | smooth Bud Light, Always worth it." Can't imagine |
| at all the key areas of scrutiny compelled by | | | | why they can't have one that at least is on strategy, |
| accountable practices for marketing communications. | | | | and if not, why they can't at least have one that isn't |
| Bud Light was launched about twenty-five years ago. | | | | so pedestrian. |
| It is the market leader of the light beer category. | | | | All the six Bud Light commercials share a common |
| Bud Light must have a marketing strategy that | | | | executional format, featuring the highly common 'slice |
| involves at least two thrusts:a) As the undisputed | | | | of life" executional format. They are all also genuinely |
| market leader, Bud Light must be perpetually trying | | | | funny. They are all surprising and amusing. And there |
| to expand the market at the expense of ordinary | | | | is an attempt to dramatize the loyalty strategy in |
| beer, if only to capitalize on the perpetually swelling | | | | most (five)f of the six Bud Light commercials. The |
| wave toward all kinds of lower calorie offerings in the | | | | spots "Rock, Paper", the "Language Class", |
| food and beverage markets.b) Bud Light must | | | | "Wedding", "Hitcher" and "Talking Apes", all suggest |
| consolidate its market leadership position by | | | | that Bud Light is worth something to Bud Light |
| continuing to seek more market share from other | | | | loyalists, as they seem prepared to undergo |
| light beers, at least to compensate for the perpetual | | | | unconventional measures to get or keep Bud Light. |
| loss of share that results from new entrants to the | | | | The remaining spot "Slap" doesn't make any effort to |
| category, and from the trial and other promotion | | | | dramatize loyalty, but was successful in being funny. |
| offers that offer Bud Light's customer base to try | | | | Humor is all good and fine, but cannot, in and of itself, |
| out and switch to new or other light beers from time | | | | be expected to provide any reason for customers of |
| to time. | | | | competitive light or normal beers to convert to Bud |
| Yet there is nothing about Bud Light's Advertising | | | | Light. All in all, a disappointing performance for a brand |
| Strategy that seems even to attempt these | | | | that is bountiful in opportunity, as the leader of a |
| necessary marketing imperatives. Instead Bud Light | | | | growing category. |
