From food to cars, it is crazy that in America you have the choice to get everything you want on exactly the size you want. I know usually marketers push it to the super size (right!?), but today world is not about how large it is anymore. It’s about choice.
Americans love their freedom and are very proud of their choices. There’s no country in the world with the variety of product the United States has. And one of the most struggling business in America right now, in the past, cruised fast and high for decades. That’s you, Budweiser.
Draft beer is in trouble. Millennials are ditching the late Coors for a ‘venti mocca’ and leaving the brewsky for the weekend. Beer now is about less and it is about quality and/or perceptions. The hipster colorful brand from Oregon looks better on Instagram that your NASCAR logo and your truck driver hat anywhere else.
The only thing missing in the draft industry right now is waking up!
Further south, Atlanta is dealing pretty well with the new reality in the soda business. Coke, and Pepsi, are revamping the market with vintage and natural choices. You grab your old school, natural sugar Mountain Dew in a six-pack case like your grandpa use to it, not in a tacky “fat” half-gallon plastic giant. Don’t even mention the classic can you take out of vending machine. ‘OMG’, that’s so my dad!
The sodas got it. How about you, St. Louis?
Are you going to keep the best selling beer in America struggle like that? I know you are changing the logo and packaging in a few weeks but that’s not enough!
America and millennials are about being healthy now. Chipotle is the new McDonald’s. Netflix is the new TV. Amazon is the new retailer. Starbucks is the new bar. Oh, did I mention being cool!? If the product won’t make he or she proud enough to post on social media or tell their friends, it won’t work.
Come on Budweiser. You have tons of different packaging options. But you know what? They are not working.
Special edition NFL!? What? Are you in the 70’s Midwest? Hello Brazilian AmBev, this ain’t soccer world! Budweiser had a great heritage. It’s the leader. The creators. The American beer. You can explore that history and legacy in tons of really modern and cool packaging. Come on! Diet Coke launched thousands of ‘pret-a-porter’ models recently. I’m pretty sure you can come up with at least a dozen packages. How about the first smaller can in the business? For that driving under the limit glass of beer. Or just the little taste you need to wash it down your crafty burger without getting the sometimes annoying buzz. How about some special series of beer and not using your brand to lame even more your hard lemonades and other cheesy inventions?
Label different. Don’t stamp a dying beer brand in a new product that, let me say this again, it’s not a beer. Your new logo is quite tricky. Amy and Seth are funny, but the thing is: you beer is bad and your marketing is just that awful.
