Volinbham Talks Marketing and Bud Light

#251
#251
Thanks to this thread, Every time I ever drink a Bud Light I will think of VIB. Clever.
 
#252
#252
  • Like
Reactions: RikidyBones and Vol8188
#253
#253
LouderVol said:
I really dont know. That's why I am asking what made this event soooooo different.
Click to expand...
The BL Can & VP Message was clearly too much for them.

Do you honestly not see the difference, or not believe the difference is meaningful enough?

Or are you hinting that something else is at play here?
 
#254
#254
85SugarVol said:
The BL Can & VP Message was clearly too much for them.

Do you honestly not see the difference, or not believe the difference is meaningful enough?

Or are you hinting that something else is at play here?
Click to expand...
The ONE BL can should be a complete no factor. none, zero, zilch. apparently I must be blind to what makes a can so freaking sacred.

The VP message only came out AFTER everyone had blown up about the ONE, single can. I have that down as part of the BL response rather than the instigating event.
 
#256
#256
LouderVol said:
The ONE BL can should be a complete no factor. none, zero, zilch. apparently I must be blind to what makes a can so freaking sacred.

The VP message only came out AFTER everyone had blown up about the ONE, single can. I have that down as part of the BL response rather than the instigating event.
Click to expand...
Yes. One can. That is all.

Then what is different here? You must have a theory.

The VP pod cast was not part of the BL response. That pod was made prior to the marketing mistake.
 
#257
#257
85SugarVol said:
Yes. One can. That is all.

Then what is different here? You must have a theory.

The VP pod cast was not part of the BL response. That pod was made prior to the marketing mistake.
Click to expand...
but it came out/became widespread in the public forum AFTER. kinda a tree falling in the forest thing, no one hears it, and doesn't find out for a while later.

I really don't. My understanding is that BL made a case (24) individualized cans. and this ONE can triggered a WHOLE bunch of Karens. if 1/24 is enough I don't know what to think. its not like the other 23 went to RuPaul.
 
#258
#258
LouderVol said:
but it came out/became widespread in the public forum AFTER. kinda a tree falling in the forest thing, no one hears it, and doesn't find out for a while later.

I really don't. My understanding is that BL made a case (24) individualized cans. and this ONE can triggered a WHOLE bunch of Karens. if 1/24 is enough I don't know what to think. its not like the other 23 went to RuPaul.
Click to expand...
The VP pod was made shortly before the fiasco. It came to light and was widely circulated in the immediate aftermath.

It was gasoline on the fire. In absolutely no way was it part of a BL “response”.

So you truly don’t understand why the BL drinkers abandoned BL?
Or you simply don’t think they should have abandoned BL?

Because they certainly did. “One can” or not.
 
#259
#259
85SugarVol said:
The VP pod was made shortly before the fiasco. It came to light and was widely circulated in the immediate aftermath.

It was gasoline on the fire. In absolutely no way was it part of a BL “response”.

So you truly don’t understand why the BL drinkers abandoned BL?
Or you simply don’t think they should have abandoned BL?

Because they certainly did. “One can” or not.
Click to expand...
If BL was a product I consumed I would not have dropped it for novelty can they made for advertising. I can't think of any product I actually use that I would drop for that shallow of a marketing move. I can't think of any marketing ploy that would have pissed me off that much if I actually like the product. They could have Donald Trump holding a pride flag, in a Bama t-shirt, while burning a Catholic church, singing Miley Cyrus, and I would simply think, hmmm I don't like that advertisement, and I would still be sitting using their product. Maybe I just somehow immune to the culture of my identity being derived from the products I used and/or that companies marketing.

again this wasn't them completely flipping the script. Or them dropping some line that says "eff of our base, we are all gay now". So yeah I don't get the level of response.

I am not denying that the can is what started this whole thing, I just don't see how one can justifies this level of response. And so far no one has even come close to actually explaining it. Even you have avoided brining any explanation to the conversation and you tend to stick with statements of incredulousness with no attempt to bring any sort of logic.

Like seriously did these Karens and Kens think that no-trans people were buying BL? Did they think that no trans influencers would ever be hired to run a small SM ad? Did they really think that BL would turn its back on every market sector but the NASCAR bunch? Was this part of a long term study of all of BL's marketing strategy and this was the straw that broke the camel's back, or that one can was somehow offensive enough to care about? If one single tweet, about one single can SO important to people it gets this viral of a response I think people need to reevaluate their priorities. Just drop the product and be done with it. Instead we get people going
apoplectic and attacking everything BL as if they were personally affronted by this one tweet. Maybe I just live my life a lot more independently of SM than most of the BL crowd.
 
#260
#260
Part of the problem here is that Bud Light wasn't a good product to begin with. There's all kinds of tasteless light beers out there. Folks discovered this after leaving Bud Light. Now if it was a truly good and unique product like say Pilsner Urquell, it'd be far tougher to truly leave
 
#262
#262
volinbham said:
Rather than clutter up the threads I thought I'd give my extended take on why the Bud Light scenario was a predictable marketing failure.

This will be a multi-post review. It will be lectury at times since that's what I do for a living.

Part 1: Marketing Basics: Customer Perceptions, Branding and Positioning

A fundamental of applying Marketing is recognizing that customer perceptions are your reality. "The Customer is always Right" doesn't mean that customers are factually correct, reasonable, rational etc. It means they approach the exchange with their beliefs, perceptions, desires. If you want to do business with them you must recognize their perceptions and either 1) change them or 2) meet them. If you cannot do either the smart move is to seek customers you can match with. Just as customers choose providers, providers should choose customers. The problem arises when you don't understand their perceptions then can't understand why they didn't choose you.

Branding and Positioning are very closely related with Positioning being how customers view you relative to the competition (your position in the market) where as Branding is the entire collection of impressions, images, feelings etc that are conjured by the seeing/hearing the brand.

Positioning is important in differentiating against direct competitors. How is Bud Light different than Miller Lite? Than Budweiser? Than Sierra Nevada? Think Walmart and Target - two retailers that are miles more alike than different in approach to retailing and merchandise yet most people familiar with each see them as distinctly different. That is the power of positioning.

Branding is important in differentiating and decision making. A brand communicates the characteristics and consistency of a product so when I go to choose I don't have to do some long feature calculus. I see Taco Bell and I know exactly what I'm getting. They don't have to explain everything to me - just ring the bell, show the sign/logo and all that information is communicated.

So where is Bud Light positioned? A domestic light beer that is not heavy, is available everywhere and has been linked to fun, good times, downing brewskis. The Bud Light brand includes all those impressions plus the distinctive labeling, the link to AB and even Spuds MacKenzie if you're old enough.

Both branding and positioning are critical differentiators in markets with many competitors that don't have strong product differentiation. Bud Light isn't much different than almost any mass market domestic brew. My bet is most people drink it because it's an easy choice (the brand) and they aren't about having the best beer but rather having beer while they have a good time.
Click to expand...
I will continue to say that the brand "Bud Light" is dead. This only confirms it.

 
#264
#264
This has been a crazy case study.

@volinbham what are the takeaways any marketing firm or rep should take from this? Not just the obvious, the layers deep stuff?
 
#269
#269
LouderVol said:
If BL was a product I consumed I would not have dropped it for novelty can they made for advertising. I can't think of any product I actually use that I would drop for that shallow of a marketing move. I can't think of any marketing ploy that would have pissed me off that much if I actually like the product. They could have Donald Trump holding a pride flag, in a Bama t-shirt, while burning a Catholic church, singing Miley Cyrus, and I would simply think, hmmm I don't like that advertisement, and I would still be sitting using their product. Maybe I just somehow immune to the culture of my identity being derived from the products I used and/or that companies marketing.

again this wasn't them completely flipping the script. Or them dropping some line that says "eff of our base, we are all gay now". So yeah I don't get the level of response.

I am not denying that the can is what started this whole thing, I just don't see how one can justifies this level of response. And so far no one has even come close to actually explaining it. Even you have avoided brining any explanation to the conversation and you tend to stick with statements of incredulousness with no attempt to bring any sort of logic.

Like seriously did these Karens and Kens think that no-trans people were buying BL? Did they think that no trans influencers would ever be hired to run a small SM ad? Did they really think that BL would turn its back on every market sector but the NASCAR bunch? Was this part of a long term study of all of BL's marketing strategy and this was the straw that broke the camel's back, or that one can was somehow offensive enough to care about? If one single tweet, about one single can SO important to people it gets this viral of a response I think people need to reevaluate their priorities. Just drop the product and be done with it. Instead we get people going
apoplectic and attacking everything BL as if they were personally affronted by this one tweet. Maybe I just live my life a lot more independently of SM than most of the BL crowd.
Click to expand...
has nothing to do with "Karens and Kens" but to do with the assault on women. I have a wife and 2 daughters, one who is gay, and Mulvaney is a punch in the face to them. It is degrading to women and us Husbands and Father's should stand against it. Albeit, I really didn't have anything to boycott against bc I don't drink, never have actually, but I stand with those who do boycott it.
 
#270
#270
Bud Light Sponsors Toronto Pride parade attended by Naked Men, Children

Bud Light is serving as an official sponsor of the Toronto Pride parade, where video footage shows naked men standing around and riding bicycles in clear view of children attending the event.

The footage, captured by Beth Baisch of the Post Millennial, shows dozens of attendees riding past a large cheering crowd. The fully naked bikers, some covered in paint or tattoos, wave back at the crowd. One naked man high-fives an onlooker while another peddles a recumbent bike with a gold blow-up swan adorned around his neck.

A second video shows a group of naked men with hats standing in a circle amidst the crowd. Several children walk past the group of men with their families.

pride-parade-1.png

A Bud Light float is driven through the street at the 2023 Pride Toronto parade. Bud Light has partnered with the event as a sponsor for the last 10 years. (The Post Millennial/Beth Baisch)

Another clip shows a person wearing a giant penis costume that covers his entire head. The camera captures a young girl sitting in a stroller and staring toward the phallic-costumed individual.

Other videos show a group of naked men playing and rinsing themselves off alongside a fountain surrounded by kids. Meanwhile, a stage, clearly adorned with Bud Light branding, featured scantily clad dancers wearing fishnets, nipple stickers and strange sock-like masks.

According to the website, Bud Light Canada also provides $100,000 to various organizations that support the LGBTQUA2S+ community across Canada and has created a range of commemorative Pride beer cans to celebrate the collaboration.


Bud Light sponsors Toronto Pride parade attended by naked men, children
 
#271
#271
Franklin Pierce said:
Bud Light Sponsors Toronto Pride parade attended by Naked Men, Children

Bud Light is serving as an official sponsor of the Toronto Pride parade, where video footage shows naked men standing around and riding bicycles in clear view of children attending the event.

The footage, captured by Beth Baisch of the Post Millennial, shows dozens of attendees riding past a large cheering crowd. The fully naked bikers, some covered in paint or tattoos, wave back at the crowd. One naked man high-fives an onlooker while another peddles a recumbent bike with a gold blow-up swan adorned around his neck.

A second video shows a group of naked men with hats standing in a circle amidst the crowd. Several children walk past the group of men with their families.

pride-parade-1.png

A Bud Light float is driven through the street at the 2023 Pride Toronto parade. Bud Light has partnered with the event as a sponsor for the last 10 years. (The Post Millennial/Beth Baisch)

Another clip shows a person wearing a giant penis costume that covers his entire head. The camera captures a young girl sitting in a stroller and staring toward the phallic-costumed individual.

Other videos show a group of naked men playing and rinsing themselves off alongside a fountain surrounded by kids. Meanwhile, a stage, clearly adorned with Bud Light branding, featured scantily clad dancers wearing fishnets, nipple stickers and strange sock-like masks.

According to the website, Bud Light Canada also provides $100,000 to various organizations that support the LGBTQUA2S+ community across Canada and has created a range of commemorative Pride beer cans to celebrate the collaboration.


Bud Light sponsors Toronto Pride parade attended by naked men, children
Click to expand...

Maybe they’re giving up entirely on the good ole boy Bubbas as their customers and are now trying to salvage some market share by embracing the LGBQetc beer drinkers as their new base.
 
#272
#272
Thunder Good-Oil said:
Maybe they’re giving up entirely on the good ole boy Bubbas as their customers and are now trying to salvage some market share by embracing the LGBQetc beer drinkers as their new base.
Click to expand...

so the new chant is "we're queer! we drink crappy light beer! get used to it!"?
 
Last edited:
#274
#274
BigOrangeCrush32 said:
has nothing to do with "Karens and Kens" but to do with the assault on women. I have a wife and 2 daughters, one who is gay, and Mulvaney is a punch in the face to them. It is degrading to women and us Husbands and Father's should stand against it. Albeit, I really didn't have anything to boycott against bc I don't drink, never have actually, but I stand with those who do boycott it.
Click to expand...
granted I don't really know Mulvaney, but I don't think he/she/it has done anything particular against women.

I get the hatred towards trans who compete as women, but Mulvaney was (in)famous as a trans person, not for being considered a woman like the athletes.

and yet again if there were 23 other cans made, and unless this is some more of the typical "equality" women want and there were 12 men, 11 women, and 1 trans, cans made I don't see how this was taking away from women, yet alone a punch in the face.

I will only speak personally but as a guy I wouldn't care if they replaced a guy with someone claiming to be a guy, or claiming to be a woman, or actually a woman. even assuming it was something I cared about.

being insulted by a beer can seems really Ken-y and Karen-y. Doesn't matter what's on that can. ESPECIALLY if it was a can of something I don't buy or consume/use. I mean really, what's the argument for a social media can impacting your life?
 
#275
#275
LouderVol said:
granted I don't really know Mulvaney, but I don't think he/she/it has done anything particular against women.

I get the hatred towards trans who compete as women, but Mulvaney was (in)famous as a trans person, not for being considered a woman like the athletes.

and yet again if there were 23 other cans made, and unless this is some more of the typical "equality" women want and there were 12 men, 11 women, and 1 trans, cans made I don't see how this was taking away from women, yet alone a punch in the face.

I will only speak personally but as a guy I wouldn't care if they replaced a guy with someone claiming to be a guy, or claiming to be a woman, or actually a woman. even assuming it was something I cared about.

being insulted by a beer can seems really Ken-y and Karen-y. Doesn't matter what's on that can. ESPECIALLY if it was a can of something I don't buy or consume/use. I mean really, what's the argument for a social media can impacting your life?
Click to expand...

Interestingly enough, most women (real genetic ones) despise Mulvaney. His actions and the way he portrays himself are a slap in the face to most women. That stupid valley girl act he does really grinds a lot of gears.

The thing is, I didn't drink Bud Light to begin with... wrong be starting either. But the fact remains that people, a LOT of people, finally took a stand by not buying the product. Other than the first few people that screeched and shot cases of beer, there hasn't been a lot of talk over it. They just refused to buy without saying a word.

If that's a Karen or Ken in your world, you probably wouldn't like them getting really agitated...
 
  • Like
Reactions: MemphisVol77, SpaceCoastVol, EasternVol and 3 others
New posts
You must log in or register to reply here.

VN Store



Back
Top