Archive | September, 2012

The Best Beer Ad You Wont See in America

15 Sep

            Leave it to the Aussies to take an American cliché and turn it on its head.   

            The folks at Carlton Draught and their ad agency Clemenger BBDO Melbourne have cleverly mocked every Hollywood cops & robbers schema in an ad they call “Beer Chase.”  

            The chase scene is not only fun to watch but is exceptionally strategic.  Its target audience is social media savvy urban men who are beer drinkers and prefer their suds from a tap instead of a can.  It even has a unique selling proposition: beer so good you don’t want to spill a drop. 

            Part of Carlton’s brand is its reputation for quirky ad campaigns that its loyalists have come to expect.  In this age of social media, “Beer Chase” hits that brand sweet spot by encouraging fans and non-fans alike to virally share the ad among friends. 

            When was the last time we saw an American brewer with an ad like this?           

            It’s Brilliant!  Oh wait… that’s been taken.

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Coca-Cola & Facebook. How Coke Writes the Book on Sharing—Again.

5 Sep

Facebook post by Coca-Cola

Coca-Cola didn’t become the world’s most recognized brand by keeping the cap on the bottle.

The not-so-secret success to Coke has always been its laser beam focus creating happiness that tastes better when it’s shared.

It should therefore come as no surprise that Coca-Cola has popped the cap on another major branding success—50 Million Facebook “Likes.”   In the process, Coca-Cola offers a blueprint in how to engage brand evangelists in social media space.

Facebook post by Coca-Cola

In every respect, Facebook is the perfect match for Coca-Cola.   Coke is a brand whose core identity is about sharing and it has masterfully positioned the brand on a social platform built for sharing.  But the key to Coke’s success on Facebook is how it engages its followers—always with a question or an invitation for people to share their own ideas.

To celebrate its 50 millionth “Like” Coca-Cola has created a special Facebook app inviting followers to share their thoughts on how to improve the world.   Coke promises to select one idea early next year and contribute to the cause.

The lesson for other brands on Facebook is that the platform is not a place for corporate news or industrial relations.  It’s a space where organizations can showcase their core values and let followers engage in what it means to them.

Now… where’s my bottle cap opener? 

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