When Coca Cola, a carbonated beverage, can force mental associations to happiness, fun, and ‘real thing’ through their commercials featuring cute polar bears, beer marketers after all should be allowed to create even stronger impact through ostentatious metaphors. After reviewing 100s of global beer commercials in the past 3-5 years, most advertisements, however, were found to repeat the very same elements of hilarity through sex, sports, and other hackneyed attributes that defines man and his beer in their myriad commercials. In this digital age of abundance when human attention has become so scarce, brand consultants, advertising agencies, product/category directors and managers struggle to differentiate brand and communication strategies. Why don’t beer advertisements strive for some differentiation then? Do sex, fun, sports, girls, and humor form long-term emotionally charged relationships and loyalty with beer drinkers? The advertisers may argue why overhaul this grand strategy if this is working. But, is this undifferentiated communication strategy employed by all beer manufacturers really working? Working or not, the video clip presented may keep you warm this winter.
Using tradeoff mechanism (ACA™), MBA students from select b-schools around the world ranked the top 30 beer commercials of all time. Though a few beer companies (Budweiser, Heineken, Miller) had multiple commercials, we eliminated to choose the most popular one per firm. The top 30 is presented in alphabetical order. Which advertisement is your favorite three?