Is Budweiser changing direction?

Debuting on NFL broadcast network billboards and on an outdoor display at Penn Station in NYC (shown below) is a brand new tagline for the King of Beers – “America’s Smoothest Lager”.

Penn Station – image from twitter @Budweiser

See it? There, to the left of the building’s columns.

Actually, It’s much easier to spot when the TV announcer on an NFL game says “brought to you by Budweiser” and it’s the only thing on the screen, sorta like this:

Apologies for the pixelation

At least four things are noteworthy about “America’s Smoothest Lager.”

First, it’s a claim that actually makes a statement about the beer, a notable change from the forgettable drinker-centric “Grab some Buds” campaign of the past few years.

“Beer and friends” is not distinctive.

Second, it’s a claim that speaks to a taste-experience. Smoothness can be defined in a number of ways: absence of bitterness, absence of too much carbonation, absence of harsh or off-putting flavor cues, and more. While beer drinkers generally favor “smoothness,” lack of a singular definition makes it a somewhat unfocused claim.

“Beer and friends” is not distinctive.

Third, it’s a superiority claim, as in smooth”-est.” Claims of competitive superiority like this require legal substantiation heavy on facts, usually reams of quantitative research, taste-tests and the like. Proving you are smoother than every other American lager is a difficult hurdle. However, A-B may well argue that, like the “World’s most refreshing beer” claim for Coors Light, it’s just puffery which does not require legal substantiation. Lawyers are probably exchanging messages right now.

Fourth, it’s a thinly veiled reference to craft beers, the hottest lagers in the beer cooler. When the former #1 beer in America finally makes an offensive move against its greatest tormenters, it’s a conclusive sign we are in a new “beer era.”
It will be interesting to see what comes next…

Will Budweiser simply paste “America’s Smoothest Lager” on the end of commercials with no further explanation? (They have underplayed their hand like that before.)

Or will there be an energized new Budweiser advertising idea that causes people to become interested in what this “smoothest lager” thing is all about?

If it’s the former, not much will change.

If it’s the latter, Budweiser may have taken the first step to addressing the most important mandate in marketing: Make your brand distinctive.

What’s encouraging is Budweiser has chosen a change in advertising direction, rather than playing the same losing advertising hand over and over.

Maybe Bud won’t die after all.

You can read more of Dan’s writing on his blog: http://www.plzdontletbuddie.com/