After drinking this cup, there is another cup. The best thing to watch is the beer advertisement

I've been watching the Japanese drama "We Can't Be Beasts" recently. Yui Aragaki plays the character Fukami Akira, who often goes to an izakaya near her home to drink beer after get off work. Just like finding an oasis in the desert, imagine the feeling of drinking a glass of draft beer after a day's work. The sense of pleasure and relaxation is really exciting.

The scenes of beer consumption in film and television works always touch the audience. For example, my most profound impression of Taiwan Beer is the scene in the Taiwanese idol drama "I May Not Love You" a few years ago where Cheng Youqing and Li Daren sat on the hillside in front of their house and chatted while drinking and overlooking the night view of Taipei. So much so that later when I was in Taiwan with my friends, I always felt that I had to have a few cans of Taiwan Beer to be in tune with the occasion.

For example, Chen Wenming in "Waiting Alone" likes to drink Heineken the most and hates to drink Budweiser, but he changes his preference in front of the girl he likes, Liu Rong. It seems that we have to drink beer together to be friends.

Beer is a narrative necessity in these plots, and in this case, natural product placement is probably the best way to reach consumers.

As the third most consumed beverage in the world after water and tea, beer advertisements have a wider consumer group than other alcoholic beverages and therefore have more room for imagination . In addition to starting from the appearance, taste, packaging, etc. of the product itself, it is also common to present consumption scenarios based on brand characteristics. There are also creative advertisements focusing on the characteristics of consumer groups, and marketing activities that highlight the brand attitude and create a differentiated brand image...

Nothing else, just delicious/good looking

The most direct way to advertise any product is to tell consumers the product's selling points. You can tell how this beer looks and tastes by how much he enjoys drinking it.

In order to show the dense foam of The PREMIUM MALT'S beer, Suntory invited stars such as Ryohei Otani, Satomi Ishihara, and Yuko Takeuchi to shoot a series of advertisements, giving close-ups of the "magic foam", which is really tempting.

The same is true for the TVC of Kirin Ichiban Beer performed by Mitsushima Hikari. Eating barbecue alone with beer is so refreshing!

Shots like this that directly show people drinking beer actually have corresponding scenes set up according to the characteristics of the brand. The "Magic Bubble" series of The PREMIUM MALT'S is mainly aimed at middle- and high-end consumers, so the scenes are all in bustling city streets, comfortable and high-quality homes, and petty-bourgeois gatherings. Kirin Ichiban Zha, which is suitable for drinking in barbecue restaurants, takes a more popular route. So while directly conveying the selling point of "delicious", these advertisements also carry more potential information about the brand's tone.

As for "good looking", in addition to the appearance of the beer itself, effort is also put into the packaging.

For example, Tsingtao Beer took advantage of the World Cup to launch 32 team cheering cans, and craft beer TASTE ROOM and art media Picture jointly launched illustration-style packaged beer.

Sapporo Beer launched the limited edition "Sora no Moto" series of beer in 2014 and won the GOOD DESIGN Award in 2015.

Like other fast-moving consumer goods, innovating in beer packaging through cross-border collaborations, innovations in interactive technology, and customized design has also become a marketing method with significant results.

These scenes are suitable for a drink

Meeting users’ consumption demands based on scenarios is the core of scenario marketing. If you were asked to imagine now, when would you want to have a beer?

When watching a game, celebrate with friends when your favorite team wins; order a plate of fried chicken on a snowy day and drink it with beer; clink glasses at work, family, or friends gatherings of all sizes... In these scenarios, beer can provide an instant refreshing feeling when your mouth is dry, create a happy and lively atmosphere to liven up the party, or allow people to be more honest with others and themselves while being slightly tipsy.

The "Life's First Squeeze" project created by Ogilvy Taipei for Kirin Ichiban Beer advocates that those unique first times are "life's first squeeze" and are worthy of celebration. The story of "The First Time I Was Willing to Be Trapped" is about a running couple, in which the boy proposed to the girl after running the route for a diamond ring. Kirin Ichiban Zha has launched five diamond ring road running routes to allow users to create their own "life's squeeze".

This case has won many awards including the 2017 Greater China Effie Award Gold Award in the Interactive Community Category. In addition to creating a scene for consumers to drink and celebrate, it is more important to allow people to start celebrating moments that have been ignored in the past. Rather than creating a scene touchpoint, it is better to remind users to be grateful for those beautiful moments that may be insignificant at the moment.

This is also the charm of scene marketing. Although you may not have the desire or impulse to buy when you see the advertisement, the impression of the brand and product left behind will be remembered and reminded the next time you encounter a similar scene, and then you will take action without hesitation.

What are our consumers like?

If the first two parts can be simply expressed as telling consumers "how good our products are" and "what our consumption scenarios are", then this part is about showing "how much our consumers love our beer" - based on a deep insight into the consumer groups, using different creative ideas for packaging and presentation.

So the next four short films I’m going to introduce are particularly interesting.

BUD LIGHT is a light beer under Budweiser and is currently the beer brand with the highest brand value in the world. The song "Magic Fridge" tells the story of a silly young man who, in order to prevent his friends from drinking up all the beer in his refrigerator, simply set up a rotating mechanism on the wall to move the refrigerator to the next door. When the silly young people next door saw this magical refrigerator appear, they frantically moved the beer inside and prayed that the magic would come again. All I can say is that BUD LIGHT has made everyone love it to the point of losing their minds.

The second short film also comes from BUD LIGHT, and the creativity still revolves around the refrigerator.

The man with his butt sticking out and asking his roommate to pass him tools at the beginning of the film was puzzling. When the camera turned, we realized that he had passed through the wall to the refrigerator next door! The hostess next door opened the refrigerator and saw the huge human head and screamed in fear. The host ran over to see and also screamed in fear, but in fact the man who climbed through the wall had already gone back, and the host was shouting because all the beer had been stolen.

Although it is exaggerated, we can clearly understand what the advertisement wants to convey: consumers feel as terrified about losing BUD LIGHT as seeing a human head in the refrigerator, which shows how popular our beer is among consumers.

We can visualize our love for beer more precisely by comparing it to other easily understood feelings. Looking back at foreign beer advertisements in the past, there are many creative ideas that focus on the differences between men and women and men's reactions to beer and beautiful women. If these were put into today's advertising, they might be seen as creating stereotypes or even objectifying women, so we will not discuss this here. The third video I want to share is "Walk-In-Fridge", which is similar to the first two and is from Heineken .

Showing their new homes to friends, the women screamed with excitement in the huge dressing room, only to find that the men's screams drowned them out. It turned out they were cheering in front of a walk-in fridge full of Heineken beer. It was immediately clear how much men loved Heineken.

Australian beer brand CARLTON DRAUGHT even incorporated consumers' love for its products into a scene where the police are chasing robbers.

When the robber and the police made eye contact, a thrilling chase began. The funny thing was that no one put down the beer in their hands.

In this inexplicable cute contrast, the brand's loyal consumers may smile knowingly, and as potential consumers, we also want to give it a try to answer the question of "Is it really worth liking so much?"

I want to leave you a special and good impression

In addition to product advertising with direct interest appeals, beer brands also use advertising and marketing to shape their own brand image, and more deeply accumulate brand assets through the output of brand values. Ultimately, the goal is to leave consumers with a differentiated and highly favorable brand image. Conventional ways to do this include interacting with consumers, building brand persona, showing attitude, and launching or participating in public welfare projects.

1. Interaction

In order to promote its fruit beer, Taiwan Beer launched a "high-tech" vending machine that often teases consumers in convenience stores, including asking an old man to write in the air, asking a cute boy to press his middle finger on his temple to sense brain waves, and asking a girl to capture images on the screen with her mobile phone and speak in dialect to an uncle... Even though people know that this is a marketing strategy, their favorability towards Taiwan Beer has increased dramatically, and they actually secretly look forward to being "pranked" once.

BECK'S, a German beer brand, has also launched an interactive device in which the sound of you speaking in a small room similar to a karaoke room will be played in real time to the hops in the plantation. Beck's claims that if you talk to your hops more, they'll grow better.

The reactions of passers-by after entering the small house are simply a collection of hilarious videos.

Is this kind of activity just for fun? Passersby who have actually entered this room have established a connection with Beck's Beer because of their participation. This sense of belonging to the brand can enable Beck's Beer to occupy a favorable position in consumers' cognition. The activity videos produced are highly contagious because they are interesting.

2. Show your attitude

What is life? Takeshi Kitano said that the glance back when you reach the end is probably life.

What is being alive? Junji Takada said that it was probably just constant embarrassment.

What is an adult? Masaya Nakagawa said: "So-called adults are just the product of children's imagination. I imagine myself to be a more mature adult than I am now."

In the "Life's Elevator" series of advertisements launched by Sapporo Beer (SAPPORO) since 2010, Satoshi Tsumabuki takes a magical elevator to floors representing different ages and talks about life with seniors who have made great achievements in the industry. SAPPORO's black label draft beer is positioned as "adult beer" , so the conversations are all about huge and profound topics such as life, adults, and responsibilities; in response to Satoshi Tsumabuki's questions, the answers given by the corresponding "adult" always make us shine, most of which are playful but also have a philosophical flavor. This is the core value that SAPPORO wants to convey by combining its own brand (star LOGO) and product (adult beer black label draft beer): Don't be smooth, become a star.

This black label draft beer is like an elder who is worldly-wise but not worldly-wise. There is no preaching, only his own sincere feelings. Also because of this series of advertisements, I have a good impression of the Sapporo Beer brand.

Sapporo Beer's 2012 advertisement "A Story About Running" written by Haruki Murakami and directed by Hirokazu Kore-eda was released for a limited time during the Hakone Ekiden long-distance relay race in Japan. While motivating long-distance runners, it also tried to encourage the people who were traumatized by the Great East Earthquake. Haruki Murakami donated all his royalties to the disaster-stricken areas through the Japanese Red Cross.

Most beer brands present cool and self-centered personalities, which makes Sapporo Beer's mature and stoic image even more special.

The role of this type of brand advertising is often to let consumers understand the intrinsic value of the brand. To give an example that may not be very appropriate, product appeal advertising is like the initial chat process when getting to know a new friend. The topics often revolve around concrete things such as interests and experiences, while brand advertising that highlights attitudes is like slowly understanding each other's principles of dealing with people and doing things in a long-term life together. Only when the three views are consistent can a longer-lasting and more stable relationship be maintained.

3. Public Welfare

When commercial brands carry out charity activities, on the one hand, they are giving back to society out of social care and responsibility; on the other hand, it is also a continuous process of shaping their brand image.

Take Budweiser as an example. Budweiser has an old habit that it has maintained for 30 years - whenever a natural disaster occurs, it replaces beer with water, puts it in cans, and sends it to the disaster area.

The short begins with a real Budweiser employee rushing to the production room late at night after receiving a phone call. Budweiser has been doing this for thirty years, using clean canned drinking water to help a large number of people in hurricane-stricken areas. The connection established between Budweiser and the masses instantly makes the brand image taller and also has a positive guiding effect on society.

Whether it is a fun interactive installation, brand image advertising or a public welfare project, beer brands hope to leave a unique and good impression on the consumer group through these methods.

The fun thing about beer ads is that they can be as youthful, energetic, humorous and funny as soft drinks. They can also use the low-proof alcohol content to help consumers think and provide space for growth.

Come on, come on, after you finish this cup, there’s still another cup. After you finish this cup, there’s still three cups.

Author: Bean

Source: Beans