11 Jan 2022 A fresh new approach to beer marketing
The times they are a-changin’ … SA trend/innovation futurist, Jonathan Cherry, looks at some beer marketing shifts.
Beer is one of those products that tends to come with a standard stereotypical brand theme.
Bros, with impossibly white smiles, fist-pumping each other while watching ‘the game’ is kinda a standard cut-and-paste creative go-to.
The way people drink has changed a lot in the last couple of years.
Younger consumers don’t drink alcohol to get as pissed as they used to. Drinkers are opting to try low-alcohol or no -alcohol alternatives.
How beer is promoted is also changing. Corona recently debuted Corona Sunbrew 0.0% with this ad:
It feels impossibly innocent – almost as if a group of nuns (who have never seen a beer commercial before) came up with the concept.
Baby turtles, normal looking women in modest one-piece swimsuits, a dreamy soundtrack that’s not going to offend anyone and a beer that has no alcohol and is actually fortified with Vitamin D. It’s almost as if the stuff is actually good for you.
If we’re honest it feels a little boring. As if somebody was trying to sell vegan-beer or something equally sterile.
But clearly there is demand for the stuff – squeaky clean and all.