In the competitive brewing business, sometimes it's just hard to play nice. Over the weekend, Miller Brewing Co. -- a subsidiary of SAB Miller -- launched what appears to be a potential salvo in a ramped-up version of the "beer wars" of yesteryear. A new commercial for Miller Lite, which debuted during football games and NASCAR events, uses the iconic Dalmatian-and-Clydesdale image -- used for decades by Anheuser-Busch (NYSE: BUD) -- to pay tribute to its own number-two product. The Clydesdale-drawn wagon features a sign advertising "Miller Lite. Half the carbs of Bud Light." At the end of the commercial, the dog exits the wagon for a Miller truck, which speeds away.
BUD advertising officials were quick to respond, taking out a full-page-ad in yesterday's USA Today, imploring Miller to "keep up the bad work." Launching back, Miller representatives revealed plans to continue hammering home the facts that Miller Lite has "fewer carbs and more taste."
While I've made no bones about the fact that I personally prefer BUD products, I have to be objective for a minute and call this advertising idea into question. First of all, is it necessarily a good thing to remind your audience of the competition? Carbs or not, the new spot could jog a football fan's memory that it's time for another Bud Light. Second, the use of the Clydesdales seems dirty at best and a violation of intellectual property at worst.
Third, when it comes to carbs, we're talking 6.6 grams for Bud Lite, 3.2 grams for Miller. Michelob Ultra, another BUD brew, has just 2.6 grams. It's all negligible when one's recommended daily carb intake is somewhere around 300 grams. And finally, what does "more taste" really mean? A bowl of vinegar has "more taste" than a glass of water, but that doesn't mean I prefer the former!
Finally, with all of this attention to carbs and newspaper ads and Clydesdales, BUD and Miller are neglecting one potential dark horse (groan) in the running. Coors Light -- produced by Molson Coors (NYSE: TAP) -- is gaining ground on its rivals. Eric Shepherd, executive editor of trade publication Beer Marketer's Insights, told The Associated Press, "Our take on it, while Coors is delivering some of its best gains, Anheuser-Busch and Miller are taking shots at each other."
Beth Gaston Moon is an analyst at Schaeffer's Investment Research.
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Reader Comments (Page 1 of 1)
11-07-2007 @ 4:44PM
chad said...
I have been drinking bud light for years, I had a friend try to push miller light on me. And I did try it but there is no subistute for the king of beers. Bud Light is the best beer around and that will never change. As for using the horses against Bud Light, that is a absurd and just totally wrong jesture. It makes me not want to drink miller more. Way to go Miller advertisment crew you managed to chase away another customer.
11-07-2007 @ 4:56PM
brilliant said...
"Way to go Miller advertisment crew you managed to chase away another customer."
So you are a customer or your not.....?????? Which is it? Make up your mind. I suppose Miller drinkers can say the same thing due to Anheuser-Busch's retort in USA today.
Goes both ways dumbass.
11-07-2007 @ 5:08PM
pi said...
Stating your personal preference for Bud products...indicating that the use of Clydesdales is a possible violation of intellectual property...are you kidding??? Not doing your research about why Miller claims More Taste?
I have never seen such a sloppily written article by a professional in my entire life. I am stunned.
11-07-2007 @ 5:47PM
Jeff said...
so I guess only morons drink bud light then... the dog outsmarted you, Chad.
11-08-2007 @ 10:07AM
jrenzel said...
If Lite is so tasty, how do they explain falling from 2nd place to 4th place in recent years in sales?
11-25-2007 @ 10:17AM
jim t said...
Dalmations are the stupidest dogs on earth. plus they don't drink beer. therefore the whole commerical is stupid. when you say bud you've said it all.
2-04-2008 @ 6:10AM
Red Icculus said...
Let's be honest- these commercials aren't going to make you change the beer that you drink. I sell beer for a living. What they do achieve though, it making you more passionate about the beer that you already drink. The fanboys comments in this post make that quite apparent. Looks like they achieved their goal with this commercial. The beer wars of the 80's were great for sales, and I hope it happens again.
http://red-icculus.com