Monday, May 7, 2012

Dear Beer Brands, No Bollocks Please

I've been noticing a lot of innovation coming from the light beer category recently, such as Miller Lite's pop top can, Coors Light's 16 oz. silver bullet aluminum re-sealable can and of course Bud Light Platinum--all of which makes me want to smack myself on the forehead and lay on the ground crying because again, it's light beer. I guess silly beer innovations is nothing new. Remember Miller Lite's "vortex" bottleneck which supposedly makes the beer taste better. Oh, what about MGD64, the 64 calorie beer? Wait how about adding a cold-detecting device on the can in case people couldn't pick up the beer and tell if it was cold or not.

It's not just light beers, premium beers are also differentiating itself with gimmicky features like Stella Artois' fancy chalice (interesting attempt to stray away the "wifebeater" beer label), and now, the "chalice can". Newcastle's recent "No Bollocks" campaign, created by Droga5, is a refreshing take on beer marketing, understanding that people don't care about chalices, resealable beer bottles or an easier way to punch a hole in the can for easier shotgunning (okay, maybe I do actually care about the last one), people just want beer that tastes good or is easy to chug. Dos Equis' "most interesting man in the world" is also proof that great branding and storytelling behind a beer brand can help drive recognition and preference, which is difficult to do in a category so vast and varied as beer.

Coors Light's resealable 16 oz. spaceship bottle - Really? Are you going to save that Coors Light for later?

Miller Lite's Pop Top Can - I still prefer to shotgun my beers from the side for dramatic effect

Stella Artois' Chalice Can - I don't get it.

Newcastle. NO BOLLOCKS.

1 comment:

  1. The Perfect Beer Gadget!

    IceZilla! http://www.IceHoleProducts.com/index.asp?source=GIP3k
    Video@: http://www.IceHoleProducts.com/video/index5.asp?source=GIP3k

    ReplyDelete