You would think that a product like alcohol would sell itself. An acceptable staple in almost every culture around the world, one that signifies both luxury and working class ideals, drinking is commonplace at the dinner table as much as it is at a live show and of course each city has its own nightlife centered entirely around drinking culture. It may come as a shock then to realise that globally marketing for alcohol is estimated at an unimaginable $1 Trillion, which exceeds the GDP of all but the top 16 countries in the world and is enough to put an end to both world hunger and the water crisis. This money goes to make sure that the brands you know and love appear on billboards and buses, make notable appearances in films and TV and of course it pays for the big budget adverts that wow audiences worldwide.
A whole bunch of people are hired to make sure that the advert you are watching engages you so that you don’t want to look away. Groundbreaking computer graphics are used to construct the effects you see in even some of the run of the mill brand ads, while some of the world’s greatest film directors are tasked to bring their skills and style into the mix to make these shorts astonishing. The message and feel of the brand are painstakingly filtered into a specific format so that you can recognise the brand almost immediately, whether it is a specific colour tone (Strongbow), a particular style of music (Stella Artois) or the use of humour (Coors). Here are 3 different brands with very different yet unforgettable strategies.
Known for their monochrome cinematic style which reflects the black and white tones of the drink itself, Irish brand Guinness has made a string of impressive ads. Their white horses ad had a dark and punchy tone, that took the name for the foam on waves into a new dimension all backed by a pounding Leftfield track that leaves you stunned. Equally their devolution ad follows three friends who go back in time thanks to a bunch of impressive CGI and drink their first sip of pond water, which isn’t to their taste.
Often poking fun at the big budget beer ad Carlton don’t quite understand that they are making fun of themselves since they too spend untold amounts of money on their own. However, their comedy separates the brand from other more serious drinks. In their Three minute Slow motion ad, they show several not so sexy mishaps in a pub all slowed down to look cool, while an opera singer adds some hilarity in the back.
Probably the most recognisable American beer brand out there. Though Bud has been around for a while, it was its ads in the 90’s that really helped make it a household name. The ‘Wassup’ campaign had people all over the world calling their friends and screaming the slogan down the line. It was replicated in the scary movie films and remade with CGI reptiles, all of which helped this become one of the most unforgettable beer ads ever.