Dan Fox
The views expressed in db Reader do not represent the views of the drinks business.

Why ShockTop’s ‘greatest SuperBowl ad ever’ was a failure

10th October, 2016 by Dan Fox

Summertime is generally a hot time for selling beer, but a slow time for beer-advertising news. There’s not that much to do in the marketing departments since their summer advertising was committed to in the early spring.

So brand managers can go on vacation. Major changes in direction can wait until after Labor Day. It’s too early to tell how this season’s ads have worked–or failed–in the marketplace.

Except when it isn’t.

Picture

Just a few short months ago, ShockTop spent an estimated $5 million on its self-proclaimed “greatest SuperBowl ad of all time.” The commercial featured T.J. Miller exchanging conversational barbs with a talking tap handle.

The ad was followed up with the release of an extended video of the two characters reviewing other brands’ ads post-game, a “hilarious” Superbowl ad review, according to Adweek. “This really is long-form bonus Super Bowl content at its best,” gushed the trade publication.

AdvertisingAge gave the ShockTop ad three out of four stars in its SuperBowl ad review saying it had “dialogue worth listening to and a tone just right for the target audience.”

Northwestern University’s Kellogg graduate business school even weighed in, rating the ad highly and concluding “… it will boost sales, which is what a SuperBowl spot is supposed to do.”

We were skeptics. Before the full ad appeared, we worried that viewers might only get some funny schtick, not an effective ad.

Well, the definitive answer just arrived…

Picture

As we put it in our post-SuperBowl review, “not selling the brand’s distinctiveness was a lost opportunity.” Sadly, we’ve seen this costly mistake many times before. It’s what happens when ad agencies and their gullible clients conspire to create ads long on humor, celebrities and entertainment value, but short–in this case, dreadfully short–on selling the brand’s distinctiveness. As our review noted, ShockTop’s distinctive “unfiltered” feature appeared only as a very minor afterthought at the end of its ad. All the drama was empty entertainment unrelated to the beer. So the creators got exactly what they wanted. And the brand got zilch.

The very same could be said of the BudLight “Party” campaign currently running.

We can only hope the Bud Light brand guys are being called back from their vacations.

Leave a Reply

Your email address will not be published. Required fields are marked *

Subscribe to our newsletters

Job vacancies

European Brands Sales Manager, Field Sales Managers and Executives

Amathus Drinks PLC
London, Brighton, E Sussex/Kent, Cornwall & Devon, GB

Commercial/Sales Manager

Crush Wines Ltd
Bremhill/Home office, GB

Wine Buyer

Adnams
Southwold, UK

Sales Manager - Scotland

Eurowines Ltd
Scotland

Sales Manager - North-West England

Eurowines Ltd
North-West England, UK

Sales Manager - London

Eurowines Ltd
London, UK

Key Account Manager - Grocery

Australian Vintage Limited
London (Croydon), UK

Key Accounts Manager - Impulse

Australian Vintage Limited
London (Croydon), UK

Business Development Manager

Regency Wines Ltd
North Devon & Somerset, UK

Sales Manager - North East England

Eurowines Ltd
Within 15-20 mile radius of York, UK

National Account Manager

Ehrmanns Wines
London, UK

London Account Manager

The Drinks Club
London, UK

London Sales Executive

Gourvid Limited
London and Greater London, GB

Logistics Administrator

Speciality Drinks Ltd
Park Royal, London, UK

Head of Sales - Hush Heath Estate

Hush Heath Estate
Kent/ London, UK

The Global Merlot Masters 2017

Deadline : 2nd May 2017

db Awards 2017

Deadline : 3rd May 2017

The Global Organic Masters 2017

Deadline : 2nd May 2017

The Global Sparkling Masters 2017

Deadline : 12th May 2017

Click to view more

Global Chardonnay Masters 2016

Now in its fourth year, the competition will identify the best Chardonnay from all around the world in every price range.

Rioja Masters 2016

Now in its fifth year, the competition will recognise and reward the finest Riojas on the world stage.

Fortified Masters 2016

Now in its third year, The Fortified Masters will reward the best fortified wines on offer.

The Global Malbec Masters 2016

the drinks business is proud to announce the inaugural Global Malbec Masters 2016.

Click to view more