Packaging Innovations are the Hallmarks of Some of the Most Effective Beer Ads this Year; American Brands and American Themes also Play Well Among Beer Drinkers
LOS ANGELES – Ace Metrix™, the authority in television advertising effectiveness, revealed the most effective beer ads among beer drinkers year-to-date, a list dominated by ads promoting packaging innovations such as Bud Light’s “my Bud Light” scratch-on bottle, Miller Lite’s Home Draft, and Budweiser’s 4th of July can.
“This list is particularly notable as both Budweiser and Miller have announced recently new packaging innovations aimed at driving sales,” said Peter Daboll, CEO of Ace Metrix. “It’s clear that Americans like seeing creative packaging for beverages, with three of Bud’s six ads in the top 10 featuring clever new can and bottle innovations. We saw this also with Coca-Cola’s “Shape” ad, the most effective ad of Q2, which promoted Coke’s new bottle shape.”
Top 10 Most Effective Beer Ads of 2011 Among Beer Drinkers, YTD*
| Brand | Ad Title | Air Date | Overall Ace Score | ||||||
| Bud Light | Dog Sitting (Super Bowl) | 2/6/2011 | 643 | ||||||
| Miller High Life | “Live The High Life” featuring veterans | 5/23/2011 | 637 | ||||||
| Bud Light | Roommate Uses Bud Light For Invitations (featuring write-on label) | 4/2/2011 | 636 | ||||||
| Bud Light | You’re Welcome America | 1/23/2011 | 632 | ||||||
| Blue Moon | Beer For Every Situation | 2/25/2011 | 627 | ||||||
| Coors Light | A Refreshing Imagination | 3/25/2011 | 626 | ||||||
| Bud Light | Personalized Bottles With Key Or Coin | 4/2/2011 | 622 | ||||||
| Miller Lite | Man Too Busy With Hair featuring party keg | 3/24/2011 | 621 | ||||||
| Budweiser | Special Edition 4th of July Cans | 6/5/2011 | 618 | ||||||
| Budweiser | Tiny Dancer (Super Bowl) | 2/6/2011 | 614 |
*Definition: Ace Score is the measure of ad creative effectiveness based on viewer reaction to national TV ads. Respondents are randomly selected and representative of the U.S. TV viewing audience. The results are presented on a scale of 0-950, which represents scoring on creative attributes such as relevance, persuasion, watchability, information, attention, etc.
“Budweiser clearly has their finger on the creative pulse this year, pumping out a majority of the ads that truly appeal to American beer drinkers. Almost every Bud ad in the top 10 and beyond had very high likeability scores, a hallmark of great advertising,” said Daboll. “Their clever use of promoting product innovation in their advertising pushed information and relevance scores higher.”
Notably, only one ad from Miller Lite, which featured its “home draft” packaging, appeared in the Top 10 list of most effective ads among beer drinkers. This was one of four ads from MillerCoors’ brands that made the list (vs. six from Budweiser), which also included Miller High Life’s “Live the High Life” Veteran’s Day ad, the second most-effective ad scoring an Ace Score of 637 just behind Bud Light’s “Dog Sitting” Super Bowl ad, which scored the highest Ace score among beer drinkers, 643. “Dog Sitting” was one of two Super Bowl ads, both from Bud Light, in the Top 10.
Overall, ads for light beer, with four from Bud Light and only one each from Miller Lite and Coors Light, represented a majority of the top ads on the list.
About Ace Metrix
Ace Metrix is the industry authority in measuring and understanding the impact of advertising creative. Through patent-pending Ace ScoreTM measurement technology, Ace Metrix collects and measures the consumer impact of every nationally breaking TV ad in near real-time. Through its Creative Lifecycle ManagementTM suite of products, Ace Metrix provides actionable creative analysis, from ideation through real-time in-market performance optimization, to many of the world’s leading advertisers and agencies. Ace Metrix works with leading global advertisers. For more information, visit www.acemetrix.com.
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