Brewers are shifting marketing spend away from low-end beers | Ford sees a "super segment" in small car, crossover sales | AT&T spots let creative kids "go a bit weird"
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March 25, 2013
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Brewers are shifting marketing spend away from low-end beers
Cheap, "subpremium" beer brands are in decline, and brewers are responding by shifting their ad dollars to more expensive brands. Measured media spending on Natural Light, Busch Light, Busch, Miller High Life and Keystone Light dropped from $22.4 million in 2011 to $6.9 million last year, according to Kantar Media, while sales of craft beers were up in the same period. "Consumers are much more likely to 'brand' themselves by what they drink, be it a quirky, heavily hopped IPA, or a 'sophisticated' Stella; whereas Natty Light and Beast Light have, if anything, negative brand badging," says Trevor Stirling, a Sanford C. Bernstein beverages analyst. Advertising Age (tiered subscription model) (3/25)
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Company News
Pepsi shake-up includes more design changes, flexible use of logo
The first Pepsi bottle redesign in 16 years will be followed by a redesign of most of the associated touch points, including coolers, trucks, packaging and in-store marketing materials, writes Natalie Zmuda. The brand will employ a strategy of "strategic variance" when it comes to using the red, white and blue logo introduced in 2008 -- it will be unmistakable despite being referenced in several distinct variations, according to Brad Jakeman, president of the global beverages group. Advertising Age (tiered subscription model) (3/25)
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Ford sees a "super segment" in small car, crossover sales
Ford will emphasize the combination of performance and fuel economy in selling its small and crossover vehicles to the millennial generation and "empty-nesters," writes Alisa Priddle. The market for small to midsize models represents up a "super segment" that accounts for half of vehicle sales in the U.S., up from 35% in 2004, Ford says. "When customers shop, they usually start in the middle of the market," said Ford's Amy Marentic. Detroit Free Press (3/22)
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AT&T spots let creative kids "go a bit weird"
BBDO Atlanta's commercials for AT&T's "It's not complicated" campaign have become a sensation by unleashing the imagination of the first-grader, writes Ann-Christine Diaz. The team rolled out a variation for the NCAA basketball tournament where a little girl's example of doing two things at once becomes a discussion about the "pickle roll." The spots are scripted as a backup to guided improv, but the spontaneous material is always best, the spots' creatives say. "I've found it's best to let things go a bit weird before butting in," says Jorma Taccone, the commercial's director. Advertising Age (tiered subscription model) (3/25)
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Market Trends
Broadcast nets could see upfronts turn upside down
The broadcast-television upfront might be down this year, ad-sales analysts say. Magna Global predicts that even though the total TV upfront take might be up about 2%, broadcast networks' volume could fall 2% while cable's share rises 5%. "More TV ad dollars are expected to move to cable channels, a shift that has accelerated in the past couple of years. But both broadcast and cable television are facing more intense competition from online media, including Web video outlets," write Suzanne Vranica and William Launder. The Wall Street Journal (3/24)
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Brands put a social spin on their offline advertising
The "language of social media" is even seeping into ad campaigns that have no social media element of their own, Stuart Elliott writes. Brands talk about status updates, "likes," friend lists and other elements of social networking in a bid to become more relatable and instantly comprehensible to their target audience. "We were using social media in our ads because it's so understandable," explains Bridgett Judd, group director for strategic innovation at Saatchi & Saatchi Los Angeles. The New York Times (tiered subscription model) (3/24)
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Tide aims to clean up with mobile-video ad campaigns
Tide is blending mobile video into its ad campaigns in a bid to keep its edge, says Procter & Gamble digital brand manager Eric Gruen. "We want to be at the cutting edge of innovation. And truthfully, the best way to do that is to continue to invest in mediums like mobile video," Gruen says. eMarketer (3/22)
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People & Personalities
Kirshenbaum spots for Nike spread skateboarder's myth
Kirshenbaum Bond Senecal + Partners has slid onto the Nike roster with a commercial featuring pro skateboarder Eric Koston. The spot, which touts the second shoe to come out of Nike's Koston line, features celebrities such as Tiger Woods spreading the legend of the skateboarder's exploits. Adweek (3/22)
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