Comments on: “REAL MEN OF GENIUS” CAMPAIGN: VIDEO TEST RESULTS

By: Mark

Mark — Wed, 05 May 2010 12:52:21 +0000

Who cares. It took me 10 watches of that commercial with the car full of guys and the killer whale on the pier to remember it was even a TIRE commercial – I thought it was a “Vegas” commercial because the driver says at the end “now that was a batchelor party!”.

You get even 1 guy to remember it was a beer commercial and it has done it’s job. The point is the commercial is “entertaining” you, unlike the usual serious “look how much you need our useless product” ads are.

By: Dennis McAtee

Dennis McAtee — Mon, 04 Jan 2010 23:33:33 +0000

Today, we salute you, Mister Beer Commercial Jingle Singer…it doesn’t matter if the beer brand’s market share moves up, as long as your iconic crooning adds more decorations to the display case at some advertising agency…

By: Scott McKelvey

Scott McKelvey — Mon, 04 Jan 2010 20:44:37 +0000

For the record, I think this campaign has more than run its course and hasn’t been funny for at least the last five years. In its heyday, listeners called my classic rock radio station asking for a CD with all the Real Men Of Genius spots.

Dan, I appreciate the fairness in your questioning and agree with you to a degree that the campaign is overrated, but I don’t think this video proves your point.

Because the campaign is 10 years old, I think you need to poll men in the 35-45 age range. I would estimate that at least half of the people in the video were under 30, although I could be wrong.

I think someone needs to have heard the ad more than once. Maybe at least five times? I’ve heard many ads one time and have no idea who the advertiser was. Maybe the spot was lousy or I just wasn’t interested. Again, it’s a 10-year campaign. If someone struggles to even remember the campaign, they probably aren’t in Bud Light’s target audience. I think one person said he heard it once in passing.

Finally, do we know if these guys are beer drinkers? If not, Bud Light probably doesn’t care what they think.

I don’t know if any of these factors would change the results of your study, but I think they could prove or disprove your point more powerfully.

By: Skeptic...

Skeptic... — Mon, 04 Jan 2010 19:17:22 +0000

I’d be interested in seeing the same study repeated with 1,000 interviews…This is a very small focus group…I’d also say that “Budweiser” should be a succesful answer even if they second guess it.

By: Dan O'Day

Dan O'Day — Mon, 04 Jan 2010 17:47:09 +0000

@ Steve: Everyone who said “Budweiser” as their final answer was counted as a “success.”

The people who originally said Budweiser but ended up equivocating — “or Coors,” “or Miller,” etc. — were counted as “failures.”

Similarly, the one person who said “Bud Light,” indicated he didn’t have a lot of confidence in that answer, but still gave that as his final answer was counted as a success.