Uncensored CMO Episode Summary: Mark Ritson Reviews the Highest Scoring Beer Ads of All Time

Release Date: October 16, 2024

In this engaging episode of Uncensored CMO, host Jon Evans and guest Mark Ritson delve into the world of beer advertising by reviewing the top 10 highest-scoring beer ads of all time. Recorded in a pub setting, the conversation is both informative and entertaining, offering listeners valuable insights into effective marketing strategies within the beer industry.

I. Introduction to the Review

The episode kicks off with Jon Evans setting the scene for their discussion on beer ads, highlighting their approach of analyzing the top 10 ads while enjoying a pint. Mark Ritson reminisces about their initial brainstorming session in the Pacific, affirming the casual yet analytical tone of the episode.

Jon Evans [00:06]: "Mark and I have got together, we've got the system on database open and we're looking at the top 10 beer ads of all time whilst drinking beer."

II. Selection Process and Data Analysis

Jon explains their methodology, utilizing the System One database to evaluate the highest-performing beer ads from the past six to seven years. They acknowledge the challenge of comparing older ads with contemporary ones, noting that only a few classics make it into the top 10.

Mark Ritson [02:35]: "You've got me interested because anything that can beat Boddington's and John Smith's is a bloody good ad."

III. The Top 10 Beer Ads Reviewed

10. Budweiser Super Bowl France Ad

Jon and Mark begin their countdown with Budweiser’s Super Bowl ad set in France, emphasizing the brand's consistent presence and emotional appeal through iconic elements like the Clydesdale horses and puppies.

Mark Ritson [07:17]: "Use a dog. Use a dog. You're gonna... we'd all get higher scores."

The discussion touches on Budweiser’s strategy of leveraging nostalgia and brand legacy to maintain its market position despite newer competitors.

9. Budweiser COVID-era Quarantine Ad

Continuing with Budweiser, they review an ad re-aired during the COVID pandemic, which received high scores for its timely message and cultural resonance.

Jon Evans [09:25]: "That's the point of wear out. Of course, that was re aired during COVID."

Mark highlights the ad’s effectiveness in maintaining brand presence during challenging times, despite its absence of a broader campaign narrative.

8. Heineken Classic "Majorca" Ad

The classic Heineken ad from Majorca stands out for its impeccable execution and enduring appeal. Jon praises the ad’s pacing, scripting, and emotional storytelling.

Mark Ritson [12:00]: "It's as good as 60 seconds of TV."

They discuss the ad’s simplicity and how it effectively communicates Heineken’s brand message without needing elaborate ideas.

7. Stella Artois’s Long-running Campaign

Stella Artois’s campaign is noted for its sophistication and consistency. Jon shares personal anecdotes about his time at Brewdog, illustrating the importance of product freshness and quality in branding.

Mark Ritson [14:08]: "It's a much better beer as well. That's the tastiest beer so far."

The conversation underscores Stella Artois’s ability to maintain a premium image through strategic marketing and product consistency.

6. Corona Beach Ad

Corona’s beach-themed ad is lauded for its visual appeal and positive messaging. The discussion highlights how Corona effectively uses imagery associated with relaxation and happiness to enhance brand perception.

Mark Ritson [19:05]: "If you put citrus in anything, it tastes better."

They also touch upon the brand’s resilience during the COVID-19 pandemic, debunking myths that linked Corona with the virus.

5. Michelob Ultra Super Bowl Ad

Michelob Ultra’s Super Bowl ad featuring global sports icon Lionel Messi is praised for its formulaic excellence. Despite not being an award-winner, the ad’s execution and star power contribute to its high scoring.

Jon Evans [23:11]: "It's a beautifully made ad and I think they've somehow managed to avoid that thing where everyone remembers. It's the beer ad with Messi."

The discussion emphasizes Michelob Ultra’s strategic positioning to appeal to a mainstream audience without compromising on branding quality.

4. Carlsberg's Carbon Absorption Campaign

Carlsberg’s innovative campaign partnering with WWF to plant seagrass receives high marks for its environmental message and strategic alignment with brand purpose.

Mark Ritson [26:12]: "A purpose led campaign getting almost five star is pretty impressive."

Jon and Mark commend Carlsberg for balancing sincerity with humor, creating a memorable and effective marketing message.

3. Sam Adams Boston Ad

Sam Adams’ Super Bowl ad from Boston is highlighted for its local charm and authentic representation. The use of real elements like Boston Dynamics’ robots adds a unique twist to the campaign.

Mark Ritson [29:29]: "He has a great sense of humor and would have enjoyed taking the piss out of himself quite beautifully."

The ad’s blend of local culture and innovative elements contributes to its high performance in brand building.

2. Guinness Campaigns Supporting Pubs Post-COVID

Guinness receives significant praise for its campaigns aimed at supporting pubs during the post-COVID recovery phase. The focus on community and tradition resonates strongly with consumers.

Mark Ritson [41:34]: "Good things come to those who wait."

They discuss Guinness’s strategic use of unique selling propositions, like the distinctive pour time and calorie information, to differentiate the brand in a crowded market.

1. Heineken’s James Bond Partnership Ad

Topping the list is Heineken’s partnership with the James Bond franchise. Despite its extended length of two minutes, the ad creatively balances brand partnership with engaging storytelling, earning the highest score.

Mark Ritson [46:13]: "If you go beyond that, you start to lose the audience rather than gain the audience."

Jon and Mark acknowledge the ad's unconventional length but commend its effectiveness in capturing attention and enhancing brand association through the iconic James Bond character.

IV. Key Insights and Marketing Takeaways

Throughout the episode, Jon and Mark emphasize several key marketing principles derived from their analysis of the top beer ads:

1. Consistency and Legacy: Brands like Budweiser and Stella Artois benefit from consistent messaging and leveraging their longstanding heritage to maintain consumer trust and loyalty.

2. Emotional Connection: Effective ads often create emotional resonance, whether through nostalgia, humor, or aspirational imagery, as seen with Heineken and Corona.

3. Strategic Partnerships: Collaborations with influential figures or franchises, such as Heineken’s James Bond partnership, can significantly amplify brand visibility and appeal.

4. Adaptability: Brands that adapt their messaging to contemporary contexts, like Budweiser’s COVID-era ad, demonstrate resilience and relevance in changing market conditions.

5. Purpose-Driven Campaigns: Carlsberg’s environmental initiative illustrates how aligning brand purpose with marketing can enhance brand perception and consumer goodwill.

6. Product Quality and Freshness: Emphasizing product attributes, such as Guinness’s pour time and freshness, underscores the importance of product excellence in supporting marketing efforts.

V. Final Thoughts on Beer Advertising Effectiveness

Jon and Mark conclude the episode by reaffirming the critical role of both creativity and product quality in successful beer advertising. They advocate for a balanced approach where compelling storytelling complements the inherent qualities of the product, ensuring that marketing efforts not only capture attention but also reinforce the brand’s value proposition.

Mark Ritson [54:14]: "We are still not fully conscious of the fact that the product is the most important P."

The episode serves as a comprehensive guide for marketers seeking to understand the dynamics of effective beer advertising, blending practical analysis with firsthand experiences to highlight what truly makes a beer ad stand out.

Notable Quotes:

• Jon Evans [00:06]: "We're looking at the top 10 beer ads of all time whilst drinking beer."
• Mark Ritson [02:35]: "Anything that can beat Boddington's and John Smith's is a bloody good ad."
• Jon Evans [12:00]: "It's as good as 60 seconds of TV."
• Mark Ritson [19:05]: "If you put citrus in anything, it tastes better."
• Mark Ritson [26:12]: "A purpose led campaign getting almost five star is pretty impressive."
• Mark Ritson [41:34]: "Good things come to those who wait."
• Mark Ritson [46:13]: "If you go beyond that, you start to lose the audience rather than gain the audience."

This episode of Uncensored CMO offers a deep dive into the art and science of beer advertising, providing valuable lessons for marketers aiming to craft memorable and effective campaigns.