TOPIC:

"Drinks Industry News":f494cwmx wrote: [b:f494cwmx]Turn to the Light, says Bud[/b:f494cwmx]

Bud Light is the biggest-selling beer brand in the world and Diageo Ireland has put in place a major on-trade promotion - the ‘Bud Light Beer Meister’ - to drive volumes for publicans.
...
The promotion introduces the consumer to the product in a fun manner using a tongue-in-cheek beer-tasting ritual, he says, involving consumers being brought through a tasting by the Bud Light Mentor, educated about light beers and challenged to earn their very own Bud Light Beer Meister diploma. The sampling activity is running in pubs and bars across the country with prizes of branded merchandise including Bud Light tee-shirts to be won. The promotion visits key accounts six times over the course of the year and will evolve further to incorporate a summer theme.

It has received an excellent response from both trade and consumers and has been driving trade in the on-trade since last November, claims Alex Smith, adding, “The promotion has succeeded in building the brand experience as well as driving volumes in-outlet by prompting repeat purchase on the night of the promotion and subsequent nights”. Consumer research carried out with participants found that twice as many consumers compared to the control said they’ll definitely drink Bud Light in future.

82 per cent of consumers found the Beer Meister promotion to be more engaging and enjoyable than other promotions and found the face-to-face time with promotional staff highly impactful.[/quote:f494cwmx]

Oh yeah!

Oh Yeah indeed!

Please rush me my genuine Bud Light Beer Meister Diploma. I understand if I am not completely satified.....

But wait! Do I HAVE to drink some?

Marketing genius, but otherwise unadulterated horseshit of the first order.

I think we should all be armed with Orval this summer, so if we see this guy we can make [i:2qco5yd2]him[/i:2qco5yd2] do a taste test.

Actually, given that most customers "found the face-to-face time with promotional staff highly impactful", Duffman is probably female. PR companies seem to have an endless supply of blondes with ponytails hanging out the back of baseball caps. I think they clone them.

"TheBeerNut":3biic5ws wrote: I think we should all be armed with Orval this summer, so if we see this guy we can make [i:3biic5ws]him[/i:3biic5ws] do a taste test.

Actually, given that most customers "found the face-to-face time with promotional staff highly impactful", Duffman is probably female. PR companies seem to have an endless supply of blondes with ponytails hanging out the back of baseball caps. I think they clone them.[/quote:3biic5ws]

Never underestimate the power of a pair of tit in a tight T-shirt to get stock moving. Especially when the owners are willing to jump around.

"Impactful". I like the ambiguity of that.
In my experience "face-to-face time with promotional staff" in any walk of life is a living, boring, hell.


Actually, call me an old grump, but how come 'the Man' can outlaw happy-hour, but the likes of these promotions escape? Face to face persuasion by Duffman/woman, a chance to win prizes by buying a beer, encouraging repeat-drinking on the same night. Am I being a dry-ass here, or does something not add up?