If you haven’t noticed, Budweiser’s Super Bowl ads this year and last have been drastically different from years prior, especially their 2014 spot Puppy Love:
Why? Let’s just say that their sales fell after this ad. When I told my wife this she said, “But that’s my favorite Super Bowl commercial ever!”
I replied, “I know, but are you their target audience?”
“No” she said.
In other words, with the puppy spot, Budweiser made an incredibly popular commercial--popular among the wrong crowd, and their decrease in sales reflected it.
So Budweiser learned from their mistakes and honed in on their audience: mainly Gen Y and older blue collar males. Focusing on this demographic in 2015, they took a few shots at craft breweries with their spot “Brewed the Hard Way”:
They nailed it. Sales went up. It’s no surprise that despite harsh criticism from numerous hipster Millenials, they doubled down with their 2016 spot “Not Backing Down,” because those hipsters weren’t buying Budweiser anyways.
So what invaluable marketing lesson can we glean from this? Having a popular advertisement means absolutely nothing. But having an advertisement that motivates your target audience, that my friends, means everything.
Published by: Ryan Gates in Uncategorized