My lecturer in direct marketing, in university used to say this:
“So one year one brewery did a Super Bowl advert with a blond in a bikini, next year it was a brunette in a bikini, the year after it was both of them still in bikinis washing a car. It lasted like this for quite sometime and then, it finally hit them… Twins”
Every time I remember this moment I can’t help but to smile. That being said, even the breweries are now using storytelling. Although it took some of them a while, and some are still on their way to it, let us take a look at what was and is going on with this topic.
The reason I decided to bring up this topic is Stella Artois’s new advert, telling a story of man passionate (and brave) enough to sell everything and take a chance. What will be your legacy?
First of all I really like this piece. Execution is brilliant, everything from the brilliant shots (except a moment where you can see a man carrying a TV when Sebastian is selling his belowgings. I am pretty sure those were not yet invented in 1708) to the energetic music that gives you the spirit of adventure and excitement. It works! When I was in a shop needles to say what beer did I buy.
However, this storytelling execution is not yet adopted by everyone. One of the brands I am talking about is Carlsberg. Being one of the fortunate ones to visit Copenhagen and the Carlsberg brewery, I can confidently say that they have plenty of history. Possibly even a more dramatic one than other breweries (not 100% sure though, so no need for throwing stones). Their campaigns of “What if Carlsberg did …” are great. Here is what would’ve been if they did haircuts (one of my favourites)
One of the other stunts they have done, which is also a huge personal favourite of mine is the cinema stunt.
However they do not tell their story. Personally, I would love to see some stories of Carlsberg brewery in their advertising. Maybe that will happen when their bring their Jacobsen range (my favourite out of all beers) to the rest of the world. But for now, I interested why aren’t they using storytelling.
Well, not having done a huge research into the matter, I present a few possibilities. The first one, is the fact that a lot of breweries already moved or are now moving to using this approach. Carlsberg, does stand out without its stories in ads. The big question is whether Carlsberg stands out in a good way. Another reason is that Carlsberg was hit hard when EU introduced sanctions for Russia over the Ukrainian situation in 2014. Which may have put off Carlsberg of changing and investing more in their advertising.