The biggest rivalry at this year’s Super Bowl didn’t have a thing to do with the pigskin, but something equally as important to the American people: cheap, domestic beer.
Bud Light always stands out for Super Bowl commercials with the best their creative team can offer. This year, that meant taking a shot at the competition.
If you haven’t seen their jab at opposing distributors Miller and Coors, you should. And then, you should take a look at their responses.
Miller Lite printed a full-page ad in the New York Times to point out where Bud Light went wrong – and to educate everyone on their brewing process.
Coors Light hopped into full gear to capitalize on those caught in the crossfire of Bud Light’s corn syrup critique – the middle-American farmers that harvest the corn.
The chairman of Coors Light hand-delivered a beer shipment straight to the National Corn Growers. Coors social team pushed the newly-minted #ToastToFarmers hashtag. Twitter latched on and then the hashtag picked up its own head of steam. Soon, former Bud Light fans were pouring their blue-can-beer down the drain as a #ToastToFarmers.
We bet Coors Light is chalking this latest development as a win.
Bud Light didn’t end up apologizing, but they did release the closest thing to a backstep since New Coke was sent back to the depths from which it came.
Other brands, take note.
Lesson #1 for taking shots at your rivals: pay very close attention to exactly who’s getting caught up in the crossfire. Even when you’re aiming at a competitor, you don’t want to put a hole in your own audience.