This is the first installment of what I hope to be an ongoing segment that’s very close to my heart, and may be the possible demise of it in the future. While I don’t consider myself a beer connoisseur, I still love drinking it and taking in the advertising that pushes it down my throat.
From what I learned by reading and talking with creatives, alcohol advertising can be tricky because there usually are no real unique selling propositions in that category. Most are “me-too” products wearing different coats. But this is exactly the reason why some beer campaigns are so great. Not only do you have the space to do something creative without being too tied down to hard selling strategies, but you literally have to do something new or edgy to make the product stand out or else nobody will even bat an eyelid at your 30-rack.
So here’s my take on probably the most loved and hated advertising product category out there. I wanted to start it off with a line of beer that actually does have a bit of a USP, MGD 64. While it isn’t the only low calorie beer on the market, it’s one that sticks out for me the most probably since it falls under the Miller umbrella. I haven’t done too much independent research on MGD 64 (I prefer not drinking watered-down beer that’s watery to begin with) but I had an idea for it anyways. The concept behind this campaign is diet beer since it is a low-calorie, low-carb brew. Given MGD’s strong branding, I think there’s room for it when promoting MGD 64 so it landed in the tagline “MGD on a diet”. As always, I tried to keep it simple. Using twisted headlines with a straightforward picture of a bottle, the copy alludes to or pokes fun at dieting, eating disorders, and even alcoholism to generate smiles along with impressions. Who takes this beer stuff seriously anyways?
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