This Bud’s Not For You

It’s unbelievable to me, as a professional digital marketing consultant, that big behemoth brands can make the mistakes that they do.
Case in point: Bud Light. Recently, the beer featured labels saying that Bud Light is “the perfect beer for removing ‘No’ from your vocabulary for the night.”
Really? What a bad, bad, bad signature tag line. I thought that when you said “No” to someone’s sexual advances, no meant no. You said no to prevent sexual abuse. You said no to set a limit. Who really wants to remove “No” from their vocabulary? Who wants to be taken advantage of, or made a victim of a sexual or violent crime?
You have to understand, a team of Bud Light marketing executives sat in a boardroom and pondered this for days, before deciding that yes, this was their message. Their brilliant advertising message. And the higher-ups agreed!
People were outraged by this – and so am I. This kind of message only contributes to a rape culture.
Just consider, if you will, a small microcosm of society – the college campus. They are loaded with crime, many of them rapes, sexual assaults, and violent crimes. For example:
According to the FBI, crime statistics from more than 600 schools in the USA during 2013 demonstrated that there were several thousand on-campus crimes that were reported by American universities and colleges. Unbelievably there were even murders committed at 13 schools.
Here are some statistics that would shock many people.
The University of Massachusetts Dartmouth (the school Boston Marathon bombing suspect Dzhokhar Tsarnaev attended) — led all schools in the amount of total violent crimes, tallying 27 instances among 9,210 on-campus students. UMass-Dartmouth tied with Emerson College, with a total of nine student rape cases. On the national scene, by comparison, UCLA led all U. S colleges and universities in the categories of violent crime (85) and rape cases (34).
Factor in that drinking is a huge part of campus life, and I find the Bud Light message even more reprehensible.
The folks at Bud Light have apologized, saying, “We missed the mark and apologize.”
But I’m still shocked. What were those marketing people thinking?
I used to work at an advertising/marketing firm, where my overly cautious boss used to constantly scale things back, as he didn’t ever want to take any risk that sometime, somewhere, one of his ads would offend someone. He actually went too far in that direction.
And here you have the marketing folks at Anheuser-Busch condoning drinking their beverage and using it to take “No” out of your vocabulary. To promote sexual abuse.
If I was a Bud Light drinker, I’d switch to something else.
I say this as a non-drinker – but I’d stick to Dos Equis and The Most Interesting Man In The World. Now that is a winning ad campaign that is funny, memorable, convincing and entertaining. It successfully achieves what every ad should do.

Avis Tries New Marketing Slogan

“We try harder” has bit the dust.

The incredibly popoular marketing slogan – which Avis has used for the past 50 – count ‘em – 50 years – has been replaced. The tagline of “We try harder” was created years ago by an advertising copywriter, after agency management communicated with Avis, asking them why people do, in fact, rent cars from them. Their answer was “We try harder.” And the slogan was born.

Last week Avis reportedly said that they are doing away with the successful half-century-old tagline in favor of another one.

Are you ready?

“It’s Your Space.”

The brand is trying to show that the space INSIDE the rental car is where drivers can recharge, or work to still be productive.

Whaddya think?

As a Boston marketing expert and copywriter, I say that if it ain’t broke, don’t fix it.

Give Yourself An Unusual Title

I’m a crackerjack copywriter and editor, and I love words. That’s why I excel at being a plastic surgery marketing expert and publicist, and a cosmetic dentistry marketing expert and publicist. So…..Are you owner and president of your own company? If you’re self-employed, it is really smart marketing to give yourself and create for yourself an unusual title, because that will help to make you and your business memorable, and that can lead to more clients and customers. For example, at Maxima Marketing, my business, I list myself not just as the owner, but also as the ‘Queen of Creativity.” You’re apt to remember that, aren’t you? Let’s say you own a coffee shop or a Dunkin Donuts franchise – you could call yourself the “Bean Queen.” Likewise, if you specialize in importing tea, why not call yourself the TeaEO instead of the CEO? If you’re a plumber who does outstanding work, why not simply list yourself as “Boston’s Best Plumber” on your business card and website. When you think outside of the box – your clients will appreciate your efforts, and even be inspired themselves. This is marketing that costs nothing — it only requires creativity! Check out my blogs at Maxima Marketing and call me at (781) 407-9305. As I said, I love words and can use my wordsmith talents to write you a press release, edit a speech or a book, proofread, devise a marketing strategy, name your product or service, or craft a signature tag line. And some of my best marketing tips are offbeat!

Market Your Business Based on TV

I’m a crackerjack copywriter, and the owner of Maxima Marketing in the Boston area, where I mastermind marketing and public relations for a wide variety of clients including plastic surgeons, cosmetic dentists, and hair and skincare salons. I just heard about this marketing program, and it brought a smile to my face. The TV folks over at CBS in New York have developed a fascinating new marketing scheme: Apparently, on the long running soap opera, The Young and The Restless, the storyline revolves around a cosmetics company called “Jabot”. Now, just to show you that art imitates life, the fictional Jabot products will become real, as the Jabot products will be available for purchase on Home Shopping Network, while also appearing on the air during the soap opera. This is not the first time that TV networks have tried to extend TV programming into actual products fans can buy, including Fonzie’s T-Shirt from Happy Days. But now the Jabot cosmetics will be stuffed into the hands of the show’s characters, or woven into the plot. The moral of the story? Maybe you should take your cue from TV – maybe it’s not such a bad idea to call your product Brand X. Product naming is another aspect of my business here at Maxima Marketing, and if you need a product or service named, or a signature tag line, give me a call at (781) 407-9305.