If you were one of the 106.5 million people to watch the Super Bowl (largest American TV audience ever; take that, M*A*S*H series finale), chances are you saw a Bud Light commercial. Anheuser-Busch (or, rather, AB InBev) trotted out about 80 of them in part to assert its dominance on the grand stage of television advertisement but also to ring in the new Bud Light slogan, “Here we go.” My thoughts on AB’s marketing strategies are known, so it’s surprising to me that they’d go with the worst motto in history of beer.
In the spots, some guy finds out Bud Light has entered the equation somehow and exclaims “here we go,” as if a good time is imminent, like the crest of a roller coaster. Frankly, casting alcohol as a party drug the way this does is disgraceful and the implications of alcoholism are blatant. The Times reports “The idea has been to balance rational reasons for buying Bud Light, which were conveyed as product qualities under the umbrella of drinkability, with reasons that would ‘connect on an emotional level,’ (VP for marketing Keith) Levy said.” Here we go, because you can’t help it, you’re addicted. Talk about emotional.
I reproach Anheuser-Busch for highlighting the negative, consuming affects alcohol has on some. Good work, guys. And I invite you to visit my dad’s new blog on recovery and addition therapy if the topic interests you.