How One Brand Won and Lost During the Same Super Bowl
The Super Bowl is now two days removed but most assuredly it is still a topic of discussion among sports fans and marketers alike as we discuss the highs and the lows from the play on the field and off it on their mobile device, via social media and of course around the good old water cooler.
While the sports fan in me would love to write a piece about the game itself and specifically why I think the Ravens won, in this forum and in this context, the name of the game is branding and advertising. I'm sure each of you have your own personal favorites or perhaps you're like me and were not "blown away" by any one particular spot.
Before I get to the one brand I think both won AND lost in Super Bowl XLVII, let me not-so-gently remind everyone that in reality we don't what spot won or lost and we won't know for some time.
Because we don't know the financial impact any one spot has had on any one brand, yet. It's simply much too early to tell.
So with that caveat, let me tell you which brand I thought came out both the winner AND loser in the Super Bowl.
They won, big time, with this spot:
Anytime you tug on the emotional heartstrings of the consumer/viewer, you win in my book. Many reports are stating this commercial scored big with women, too, AKA the most powerful brand ambassadors in the world. Another win. Sure the Clydesdales are nothing new but they took a tried and true theme and did something different with it all the while bringing a tear to your eye. And yes you did tear up so don't even go there.
So a big win there for the Anheuser Busch brand with the above spot.
But a big loss for the Anheuser Busch brand with this one.
In his column yesterday, Forbes writer Patrick Rishe labels it the "least impressive commercial release" writing "There was no flash, but no play on emotion either. Just a routine pitch to what appears to be an upscale market. Very basic and unimaginative."
I agree completely with Patrick and would add that this commercial was a) way off brand - this is Anheuser Busch/Budweiser here, not Dom Pérignon for crying out loud. I would also add that it b) looked and felt way too much like this commercial from Heineken.
I know it is not exactly the same thing people but you get my point, at least I hope you do which is this spot for Budweiser Black Crown is very predictable and recognizable and misses the brand market by miles, that is unless Budweiser is shooting for a much more high-end consumer.
Time Will Tell
Of course, as I previously mentioned, we do not know the impact on the bottom lines for each respective brand, yet. Who knows, maybe the Budweiser Black Crown ad will be a huge success at the checkout line. I doubt it very highly but hey, I've been wrong before.
Okay, what sayeth you? I know you have opinions on this years Super Bowl TV commercials, tell me what you think.
Which ones did you love, hate, could care less about?
Image credit: Getty Images via @daylife
Named one of the Top 100 Influencers In Social Media (#41) by Social Technology Review and a Top 50 Social Media Blogger by Kred, Steve Olenski is a senior creative content strategist at Responsys, a leading global provider of on-demand email and cross-channel marketing solutions, and a member of the Editorial Board for the Journal of Digital & Social Media Marketing. He can be reached via