Mad 4 Blog

Just in time for May 5 – widely known for its association with the Mexican holiday of Cinco de Mayo – Budweiser is discussing its marketing strategy with relation to two popular, nontraditional drinks in its arsenal: Bud Light Lime and the newer Lime-A-Rita. One of these has been around since 2008 (among the first in a long line of lime-flavored beers on the grocery store shelf), and the other is one you’re probably hearing about for the first time.

Last year, Bud Light Lime saw a decline in sales nationwide, with 13% fewer shipments and only 20th placing among all national beer brands. In a timely interview – considering that lime-flavored drinks are often associated with Cinco de Mayo, Mexican food flavor profiles and other south-of-the-border contexts – Ad Age interviewed Mike Sundet, Bud Light’s vice president, to discuss that loss of sales and what the brand is doing about it in order to compensate for 2012.

Sundet said that one strategy is ensuring that all of Bud Light’s branches reflect the same core brand message. Bud Light is getting rid of its Golden Wheat beer, which didn’t match the intended brand profile. By strengthening the way people perceive Bud Light, with a consistent message, it will also serve to bolster people’s opinions of Bud Light Lime. Bud Light is also releasing Bud Light Platinum at the same price point, so that when one special or sale is advertised, the ramifications can easily expand to both of the beers in question since they won’t be segregated by contradictory costs or competing in-store displays. Last but not least, this drink is getting an image makeover with some fresh new television ads featuring a remix of Will Smith’s “Summertime.”

For those who like the lime flavoring, there’s another Bud Light option to consider – though it’s not technically a beer. The Lime-A-Rita is a sweeter, saltier drink that might translate to a more whimsical occasion or suit the needs of people who tend to like Bud Light but are more in the mood for a cocktail or something different. As Sundet points out, many people like margaritas, but those aren’t the easiest drinks to bring to parties or make away from the kitchen, where you have a blender and a complete set of ingredients. Instead, the Lime-A-Rita fulfills that craving but is easy to transport. He says it’s for the same demographic as Bud Light Lime, but for different kinds of occasions.

The lesson here is clear: A brand’s products should all enforce a consistent image, for a consistent audience and with a consistent price point. Deviating or diversifying too much puts a brand at risk of alienating its audience, splitting their loyalties or confusing them about the nature of your product. If you find yourself in a similar situation, remind your audience why they liked your brand in the first place, but then add a fresh new spin on it to tempt them to give you a shot again – whether it’s issuing a new promotion, launching an edgy campaign or piquing their interest with a complementary product.

With the holidays wrapping up, we began to think creatively about some of the missed marketing opportunities from the recent weeks. Creative businesses might be able to take advantage of corporate gifting in ways they’ve never thought of before. Here are just a few ideas:

1. Wrapping. Have you ever designed your own wrapping paper? With all of the glitter and glitz that’s appropriate for this festive season, it’s a great excuse to go all-out with customized wrapping paper. You can use your logo and key messages in artistic, expressive ways that really catch the eye — before your recipient even sees what’s inside. It’s a way to make an impact in an affordable way, even if your gift-giving budget can only afford the same old pens, magnets and mugs. Another thought is to send presents in reusable tote bags with your businesses name tastefully reflected, which not only means you’re helping the environment, but the person who receives your present can also think of you year-round as they keep using the container in which the present was sent. It’s two gifts in one!

2. Packing. Forget those boring and messy packing peanuts or layers of tissue paper. You can personalize the Styrofoam, bubbles, parchment or other filling that’s used to keep your gift in place. Although this one’s not as cost-efficient, since the impact will likely only last a moment before the stuffing is thrown out, it can prove to your recipient that you’re willing to go all-out when it comes to business and make them feel important. When someone’s opening a stack of gifts at the same time, these little extras will help your package stand out.

3. Shipping. Did you know that UPS expects the first week of 2012 to be record-breaking when it comes to consumers returning gifts that were received through the mail or ordered through e-commerce websites? With online sales soaring, we often think about posting advertisements on the Internet. We might even think about designing special holiday cards to go along with those items. But what about advertising on the boxes and return labels that typically come with gifts? Next year, if you’re thinking about mailing presents to your clients, colleagues and competition, considering ordering specialty boxes and labels to help promote your brand at the same time — it’s two birds in one! And as your items soar through the processes of shipping and handling, who knows how many eyes might focus on your logo en route.

Do you have any creative marketing inspirations to share? Let us know!

How are shoppers supposed to navigate all those ads hitting their inbox and flooding their computer screen today? With so much commercialism competing for the same wallets on Cyber Monday, it’s hard to sort through the buzzwords and price tags to determine what’s really a great deal. Reduced costs aren’t enough to help buyers decide which sites to visit and where to ultimately check out. But understanding how the competition operates and how people think about shopping today can help you attract some of that interest – and some of that holiday buying power.

And in 2011, that buying power is stronger than ever. This is the biggest year so far for shopping on the Internet. Web sales are projected to stand for 15% of all holiday purchases. It will also be the biggest year for mobile commerce; InMobi found that about 60 million shoppers would use their phone to find bargains this weekend, with a third of those searches translating to online sales.

And that’s also going to impact how advertisers promote the products and services that are highlighted today – and on Cyber Mondays going forward. For example, several stores are highlighting games like scavenger hunts where shoppers can earn additional discounts or even free items. This can help drive potential purchasers to a website in the hopes of getting them to complete a transaction. Plus, this type of ad is more likely to go viral with individuals linking the game to their friends and posting the opportunity on social networking sites.

The timing of when advertising goes out will also change. Businesses with brick-and-mortar locations first want drive audiences into their stores and take advantage of Black Friday. But immediately following, the Cyber Monday sales begin. They don’t actually all take place on Monday; the Saturday after Thanksgiving is when e-commerce begins to pick up across the Web. For those vendors who only operate online, they may offer the same sales all throughout the holiday weekend or they might switch up the sales in order to get people to come back not just once, but on Friday and then again on Monday for fresh deals.

The key points to consider when planning your virtual advertising for Cyber Monday (and similar holiday campaigns) is understanding shopper mentality, knowing you’re your competition is doing, using creative incentives to get shoppers on your site and timing to determine when your sales or ads should run to get the most from your marketing.