The Beer Store “Beer &” Campaign: Good Strategy, Bad Execution
Posted by Aimee Deziel on September 21st, 2006
I have recently noticed an outdoor campaign by The Beer Store (Ontario, Canada only). The campaign as I’ve seen it is executed on bus boards that say “beer &” and then pairs this with a visual of a nice steak, pasta dish, sushi, etc. I did some research and did find an example (not a bus board) of the campaign:
Clearly they are trying suggest that beer is something to be enjoyed with a nice meal. They are trying to change the perception that beer is meant to be drunk 4 (or likely more) at a time, with a bunch of buddies while at a bar, party etc.
The strategy is designed to take market share away from wine, which is a more common choice to accompany the civilized dining experience. I didn’t write the strategy for this campaign. I’m deducing. I also think its a good strategy with some real potential.
However, the creative execution of this campaign falls short.
First, the creative isn’t showing me a nice refreshing glass of amber lager that I can now visualize drinking along with my nice meal. It’s showing me the word “beer” written in a dirty grey font. Words aren’t appetizing. Neither is the colour grey.
The creative does however show a picture of a nice juicy steak or a steaming fork of pasta. That ad makes me want to buy steak. Not beer.
The Beer Store could have taken the creative even further by suggesting different types (or even brands) of beer for different meals. Imagine a glass of dark beer (Guiness?) with steak. Or how about the ever popular Belgian beer (Stella Artois?) with a nice plate of mussels and frites. Now you’re painting a delicious picture for the consumer. And you’re taking the guess work out of it for those who don’t know what beer might go with certain food, those consumers who are used to pairing wine with their meals.
I did notice that this is addressed in copy written only on the ads. However, without drawing the consumer in to the idea in the first place, I’d be surprised if many consumers spent the time to actually read the copy.
So overall the verdict for this campaign: Good Strategy, Bad Execution.
September 21st, 2006 » 1:14 pm
I don’t know about you, but I always enjoy a tall, cool glass of CompactaBT with my dinner. A nice Gill Sans makes the ideal apertif.
September 23rd, 2006 » 11:22 am
And for a party, don’t forget to bring some Comic Sans as a gift for the host!
December 11th, 2006 » 1:44 pm
I work at The Beer Store, and I just wanted to tell you one of the flaws with your impproved plan. The only thing wrong with the Beer Store advertising specific brands that would go well with certain foods is that they aren’t allowed to. They have a brewer neutrality agreement with the brewers, they aren’t allowed to say that one beer is better than another in any way, if they said that stella goes well with mussels then they would be breaking that agreement. Well it was a good idea, but they have to work around restrictions.