Budweiser-Brotherhood

The Budweiser Clydesdales have been a brand symbol for the Anheiser-Busch Company since 1933. Not only do the horses leave a big impression based on sheer size, but also their consistent appearances in Super Bowl commercials. And in my opinion, these commercials never disappoint. The Super Bowl commercials featuring the Clydesdales are some of my first and favorite commercials I can remember. Budweiser's newest 60-second Super Bowl ad that appeared last year titled "Brotherhood" is no exception. The heartwarming commercial starts out with the birth of a new foal. Then a brotherly relationship blossoms between horse and trainer. Once the Clydesdale is trained, he is sent to pull the iconic hitch and is later reunited with his long lost trainer. "Brotherhood" ranked  No. 1 on USA Today's Ad Meter, which is determined by voting on the USA Today website through Facebook and Twitter.

Humor: 2
This advertisement is not meant to be humorous. However, it is very memorable based on its heartwarming message. Although definitely targeted as a brand for ages 21 and over, this commercial as well as previous campaigns featuring the Clydesdales are able to be enjoyed by all ages because of their positive message of hard work, determination, and other family values. By creating commercials that appeal to people's values and emotions, I believe the Budweiser Clydesdale commercials leave a lasting mark, and "Brotherhood" is no exception.

Effectiveness: 4
Like stated earlier, "Brotherhood" was well received by viewers based on USA Today's Ad Meter. However, this commercial was also successful in grabbing the attention of social media. At the end of the commercial, Budweiser made a contest where viewers could help in naming the baby Clydesdale from the commercial through Twitter. All a viewer would have to do was tweet their suggestion to the company. By the end of the contest, more than 60,000 tweets, Facebook comments, and other messages had poured in. As one of the most popular names submitted, the new foal was named Hope. Lori Shambro, brand director for Budweiser, was overwhelmed by the response generated from the social media effort. I believe this commercial definitely reached its target audience especially since almost 110 million people watched the last Super Bowl. However, Budweiser was unable to turn this mass audience reach into sales. Traditionally, Budweiser has been the "most visible advertiser" in the last 45 Super Bowls. However, in a recent survey of 1,500 Super Bowl watchers, Budweiser finished dead last in "terms of its ability to receive a solid return on its investment for last year's Super Bowl." The survey was conducted by Brand Key, a New York-based brand and loyalty research consultancy firm. Brand Key's President Robert Passikoff stated, "I don't think Budweiser is seen as a winner...it's a category placeholder...just because people see you does not mean they are going to buy you." Passikoff also noted that Budweiser's sales continue to diminish every year despite the annual ad they devote to the Super Bowl. To put it in perspective, the cost of a 30-second ad during last year's Super Bowl was four million dollars. However, Budweiser purchased a 60-second ad spot. Although, "Brotherhood" reached many people it did not translate into sales for its organization. 

Emotion: 5

"Brotherhood" is probably one of my favorite Super Bowl ads to date. Budweiser's commercial definitely inspires a lot of emotion. This ad touched the heartstrings of millions of people. Budweiser's commercial makes people believe in family and other traditional values. Overall this ad did not focus on the company's products but on its beliefs. Just like the young Clydesdale's name, this commercial was meant to instill hope in people and I believe it succeeded. 

Customer Reviews: 5

I do not believe this commercial deceived customers about Budweiser's products because the commercial was not geared to solely promote their products. Known as the king of its category, I believe the Budweiser brand speaks for itself and overall ratings I researched gave the brand high scores. 

In conclusion, Budweiser has a big company, giant horses, and huge heart full of American values. 

Sources:
http://www.huffingtonpost.com/2013/02/05/clydesdale-commercial-budweiser-name_n_2625562.html
http://tackk.com/4lj8z7
http://www.forbes.com/sites/sportsmoney/2012/01/24/budweiser-the-biggest-loser-in-super-bowl-ad-engagement-survey/
http://www.forbes.com/sites/alexkonrad/2013/02/02/even-with-record-prices-10-million-spot/