This in mind, I was considerably surprised when I came across this advertisement for Bud Light depicting two men getting their flirt on over some brewskis.
Given, I found this ad in Out magazine, a gay lifestyle magazine. Still, my mind is blown for a few reasons:
- Holy brand dilution, Bud Light! How can you be the beer of manly, boob-touchin' straight men if you are also the beer of gay men? Budweiser targets straight men through the promotion of a (usually sexist and always) heteronormative idea of what it means to drink beer. It will be interesting to see if they experience success in a gay market by running a campaign that entirely flies in the face of their highly-visible original campaign.
- The copy at the top of the ad is also interesting. It reads: Be who you are. Drink what you like. This is a sentiment that I do not typically associate with beer marketing. Beer companies rarely encourage being who you are, and more frequently push drinkers to strive to fill a manlier role, say, that of the most interesting man in the world.
Like the Verizon ad I discussed a few weeks ago, I feel like this ad is just another insincere attempt to break into a new market. Obviously, that is the point of advertising. What I wonder, though, is how people will respond to these seemingly-insincere, and often contradictory, brand extensions. What do you guys think? Thoughts on the ad, if you're buying it, beer ads in general...?
P.S. In other news, I know things are getting a little off topic from "Teenagerie." I'm planning on renaming this blog something that allows for a broader focus on all issues surrounding sociology, from gender to age to race. This said, don't be too surprised if a visit to Teenagerie in the upcoming weeks redirects to NewBlog.com or something.