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Packaging innovations highlight effective beer ads

August 9, 2011
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Packaging innovations, such as Bud Light’s “My Bud Light” scratch-on bottle, Miller Lite’s Home Draft and Budweiser’s Fourth of July can, highlight the most effective beer ads among beer drinkers for the year-to-date, according to Ace Metrix, a Los Angeles-based TV advertising effectiveness agency. 

“This list is particularly notable as both Budweiser and Miller have announced recently new packaging innovations aimed at driving sales,” said Peter Daboll, chief executive officer of Ace Metrix, in a statement. “It’s clear that Americans like seeing creative packaging for beverages, with three of Bud’s six ads in the Top 10 featuring clever new can and bottle innovations. We saw this also with Coca-Cola’s ‘Shape’ ad, the most effective ad of Q2, which promoted Coke’s new bottle shape.”

The most effective beer ad was Bud Light’s “Dog Sitting” commercial, which aired during the Super Bowl. The brand appears four times in the Top 10 beer ads with third-ranking “Roommate Uses Bud Light For Invitations” that features the write-on label, and No. 4, “You’re Welcome America.” Bud Light also scored with an additional promotion of the write-on bottles with a No. 7 ranking ad that aired in April.

MillerCoors achieved the second spot in the Top 10 with its “Live the High Life” ad featuring veterans, which aired in late May. The company’s Blue Moon ranked fifth with “Beer for Every Situation,” which was followed by its Coors Light brand’s “A Refreshing Imagination” ad from March. Ranking eighth was Miller Lite’s “Man Too Busy With Hair,” which featured its home draft packaging, Ace Metrix reports.

Anheuser-Busch InBev’s Budweiser closed out the Top 10 with its Special Edition Fourth of July cans and “Tiny Dancer” ad from the Super Bowl.

“Budweiser clearly has their finger on the creative pulse this year, pumping out a majority of the ads that truly appeal to American beer drinkers,” Daboll said. “Almost every Bud ad in the Top 10 and beyond had very high likeability scores, a hallmark of great advertising. Their clever use of promoting product innovation in their advertising pushed information and relevance scores higher.”

Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV-viewing audience. The results are scored on a scale of zero to 950 for creative attributes, such as relevance, persuasion, watchability, information, attention and more. Bud Light’s top-ranking ad scored at 643 and the No. 10 ad for Budweiser scored at 614, according to its metrics.

 

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