Posts Tagged ‘Beer’
Stating the obvious, part 1
Sometimes the best marketing ideas are the simplest ones. Once you implement them, they seem obvious. Some are so obvious after the fact that, as a marketing company, people tend to wonder why they are paying us.
A few years ago we were approached to work on a new advertising campaign for Berghoff beer. I put my creative team to the task of coming up with concepts for the regional beer brand. The background information showed us that the current audience was an older demographic. Our charge was to reach a younger target without alienating the older drinker.
“When you say…”
George Tenne, a good friend and former co-worker, always has an interesting story to tell. George has been in the advertising business for a long time and shares a story here about his work with Budweiser. George is a recruiter and runs a virtual agency.
I originally saw this article from George in Pam Witzig‘s newsletter, first in a series of articles on a series of “Mad Men” that she is running, articles featuring real life stories from advertising men back when there were only three TV networks to advertise on. (George recruits for Pam’s employment agency.)
August Busch III had just told the agency that we needed to come up with the next major Budweiser ad campaign. The agency was hopping and we even cut back on our three Budweiser lunches. When you worked on Bud you didn’t have martini lunches. Some of the creatives even came in before 10AM. The word was out, if we didn’t nail it then it would be up for review. And when Mr. Busch said “jump!” …well, you know the saying.