Comments on: Drinkability is Cool, But Measurability is Cooler http://www.pearanalytics.com/blog/2009/drinkability-is-cool-but-measurability-is-cooler/ Pear Analytics - home of the free SEO analysis tool and website analyzer Fri, 10 Feb 2012 09:21:36 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: twitter.com/voxaeterno http://www.pearanalytics.com/blog/2009/drinkability-is-cool-but-measurability-is-cooler/comment-page-1/#comment-20 twitter.com/voxaeterno Sun, 08 Feb 2009 22:40:52 +0000 http://pearweb.pearanalytics.com/?p=447#comment-20 Great post. Reminds me so much of the principles behind Seth Godin's Meatball Sundae. -Davis Great post. Reminds me so much of the principles behind Seth Godin’s Meatball Sundae.
-Davis

]]> By: Eric Braun http://www.pearanalytics.com/blog/2009/drinkability-is-cool-but-measurability-is-cooler/comment-page-1/#comment-17 Eric Braun Wed, 04 Feb 2009 16:00:27 +0000 http://pearweb.pearanalytics.com/?p=447#comment-17 Not to get all beer geeky on you, but "drinkability" is essentially saying "how many of these can you drink before you wear out your taste buds." So a beer that's very hoppy or malty you just aren't going to drink a lot of. Sort of like a rich food. Bud Light doesn't have a lot of either of those characteristics so it's got a lot of drinkability, if not much in the character department. If you look at a site like BeerAdvocate.com the reviewerss there site drinkability often. Sometimes it's referred to as a "session" beer meaning you can put back quite a few in a drinking session. So, from a branding perspective this is more of Bud Light's agency co-opting a term that does apply to their product and making hay with it. Pretty effective ad, I think. Social media is pretty fickle. The masses are only going to pass it around if it resonates through humor, a new idea or titillation. I think the actual brand promise is secondary to those factors. Not to get all beer geeky on you, but “drinkability” is essentially saying “how many of these can you drink before you wear out your taste buds.” So a beer that’s very hoppy or malty you just aren’t going to drink a lot of. Sort of like a rich food.

Bud Light doesn’t have a lot of either of those characteristics so it’s got a lot of drinkability, if not much in the character department. If you look at a site like BeerAdvocate.com the reviewerss there site drinkability often. Sometimes it’s referred to as a “session” beer meaning you can put back quite a few in a drinking session.

So, from a branding perspective this is more of Bud Light’s agency co-opting a term that does apply to their product and making hay with it. Pretty effective ad, I think.

Social media is pretty fickle. The masses are only going to pass it around if it resonates through humor, a new idea or titillation. I think the actual brand promise is secondary to those factors.

]]>