Beerlines

Insights on beer marketing & PR by a beer-war vet

01 September
2Comments

Carlton Draught: more than a joke

It’s almost unAustralian! Criticising a funny beer ad. You’re up against a chorus of “Yea but .. it’s funny!” and lots of eye rolling.

I refer to Carlton & United Brewers‘ (CUB) new television commercial for Carlton Draught called ‘Beer Chase’ which was launched a few days ago.

I’m sure the ad agency said: “everyone will love it!” And they’d be right. Check it out.


Joke with a beer brand attached
But does ‘loving it’ because it’s funny build the brand? Is ‘funny’ sufficient? Two questions asked by advertisers and their agencies for decades.

Before questioning this advertising however let me underline my view does not benefit from ‘being in the room’ where they know all about this brand’s health and where it should go. I’m a PR ‘outside the room’ simply commenting on advertising. Some will dismiss this as a typical envious whinge from below-the-line about the spend above-the-line. It’s not.

My view is that humour for humour’s sake can often lead to a TVC that’s just a joke with a beer brand attached. This observation is not original; during my years in brewing a few beer marketers have raised this concern.

The concern centres on heavy reliance on the joke – with the joke being centre stage. The fear is that the joke excludes and eclipses the brand’s special, peculiar (often complex and intangible) beer credentials: those things that drive consumer choice.

In other words: it’s funny but it leaves me with little about the beer itself. In other words: the joke eclipses the brand.

The joke trivialises the brand. Read more…