Brewery Marketing: Promotion Strategies

Have fun with at the best internet casino with us with free spins.Advantage regarding the 1st 100 persons!Carlsberg Marketing

Beer advertising is constantly changing. Carlsberg says it’s not the best, Michelob Ultra whispers softly about taste, Guinness creates cinematic masterpieces – let’s see what other tricks companies use to attract customers and increase sales.

Previously, we have already talked about the trend of companies in the global market to use ASMR technologies in their advertising. Not everyone understood why and how to whisper and crunch, but everyone is sure that this is an excellent marketing ploy. Despite this, rebranding or repositioning remains one of the most common and effective brand methods to attract more attention. And if some at the same time strive to preserve the continuity and emotional attachment of the consumer, while others, in pursuit of the buyer, dare to turn the brand upside down. Together with experts of the advertising market, we tell and discuss why it is necessary to make black out of white and how risky it is for the company’s marketing.

BrewDog

Scottish brewery BrewDog has long had a reputation for being punk rebels who use provocative and sometimes shocking gimmicks in their ads. These include serving the strongest beer in the bodies of squirrels, picketing a midget at the doors of Parliament for introducing a new volume (2/3 pint), and even creating ale laced with steroids that can help Olympians relax.

No wow promo, no stuffed squirrels, just the word “Advertisement” on a spotless white background and a can of Punk IPA in the middle. It may seem too simple to spoiled fans of the brand, but even in this campaign, BrewDog holds its own – the music video was accompanied by a heavy metal track.

Carlsberg

Honesty is now in high esteem: after BrewDog, the Danish brewery Carlsberg began to work on this principle. Previously, the brand positioned itself as “probably the best beer in the world”, but now everyone has doubts. The new era of Carlsberg began with the statement “Perhaps not the best beer in the world.” Now the brewery proudly criticizes the old taste, comparing it to “stale bread crusts”, “Satan’s urine” and “bath water in which someone’s grandmother died.”

Such positioning manipulation, according to the authors of the campaign, should pay off: tweets specifically emphasize the quality and taste of the old drink in order to stir up interest in the updated one. And the very statement, which now does not sound so arrogant, in the era of eternally dissatisfied users of social networks, can play into the hands.

Leave a Reply

Your email address will not be published. Required fields are marked *