Beer Needs Light Advertising

By John Malmo

11-11-2009: Beer Needs Light Advertising, by John Malmo.

Memphis, TN – Budweiser and Bud Light have lost major sales dollars and market share since abandoning emotional advertising for product attribute advertising. Now, both are returning to the emotional advertising, but no one will admit the product attribute advertising was a mistake. It was. I cannot recall one memorable beer campaign built on a product attribute any more technical than "Real Men of Genius." Advertising tone and manner should fit the category, and beer is fun.

John Malmo is a Memphis marketing consultant with more than fifty years experience. He is former chairman of Archer Malmo Advertising and specializes today in helping small businesses grow. To reach Mr. Malmo - or to buy a copy of his book When on the Mountain There is no Tiger, Monkey Is King - go to http://www.johnmalmo.com.