Super Bowl
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If you’ve been stressed for a while, we’re here to help: you don’t have to watch Super Bowl Sunday to find out which brand made the best trade. We already know. It’s a Sam Adams spyof of Clydesdales Budweiser.
In place from the advertising firm Goodby Siverstein & Partners is Sam Adams’ goofy character, “Your Cousin From Boston,” who recklessly pulls the pin from a vehicle bump, creating cruelty. Turns out, the hook made use of a group similar to the famous Budweiser Clydesdales. They liberate, begin to pile wildly and stamp through a quaint little strait. “Oops, I didn’t see that coming,” says the Cousin in his heavy Bostonian accent, looking at the loose pin. He then adds, while looking at his friend, “Try not to tell my mother about it” (Full disclosure: I managed the RFP for Boston Beer that led to the hiring of Goodby Silverstein ).
Here is the advert:
There is a long-standing collection in advertising that you do not deal with competing brands directly. After all, all publicity is good publicity, and you won’t want to spend your marketing dollars building a competitive image. Additionally, your campaign may be going backwards in some way, or lead to a series of anti-attack ads that could simply cause permanent damage to your brand. And, if you’re not very careful, you could even expose yourself to a lawsuit from the company you’re digging with.
However, there are some notable exceptions, which show that it is possible to take on a competitive brand and win.
“Apple1984He was not the only major trader in 1984. WendyWhere is the meat?Exploding into the culture, and the conversation, took longer than expected. The idea was that Wendy had a larger beef patty (and a smaller base) with the name “single burger” than either McDonald’s Big Son, or King’s Whopper. In the ad, octogenarian actress Clara Peller gets a burger with a big bottom, and shouts: “Where’s the meat?” The burger is offensive from a fictional company, but it was obvious to everyone who points out the ad digs at:
It is arguably the most notorious attack on a competitor Pepsi Challenge. Originally launched in 1975, it was based on an idea that was simple and brilliant. It played directly to Pepsi’s strengths, compared to market leader Coca-Cola. The challenge came around a real blind taste test held at malls, shopping centers and other public places. A Pepsi representative was on board set up with two unmarked cups: one with Pepsi and one with Coca-Cola. Travelers, Coca-Cola loyalists, were encouraged to taste both and choose their favorite. When the producer revealed that they preferred Pepsi, this would often bring a look of surprise on the face of the tester, which was the basis for the TV commercials:
After Pepsi launched the campaign, he started winning over Coca-Cola. The latter panicked and caused the biggest swell in marketing history, known as New Coke.
A permanent fan favorite of Super Bowl Sunday, the Clydesdales made their debut in 1975 and have appeared in over 40 Super Bowl trades over the years. One popular spot that started in 2004 featured donkey training for the Clydesdales. The idea of the Budweiser group at the time was… Goodby, Silverstein & Partners.
Budweiser, and his Clydesdales are jumping over the Super Bowl this year. Sam Adams took the opportunity to engage in ambush marketing – a solemn preemption of a much larger competitor. Instead of forking out $ 5.5 million for a 30-second ad nationally during the game, Sam Adams will be on the spot in NY and Boston media for just $ 700,000.
Social media makes it easy for brands to promote big events and generate a lot of buzz, without a huge investment. But first, you still need a good creative idea that ties into your current hype and grabs the audience’s attention.