You’ve probably seen one of these recent Bud Light commercials from their new “Drinkability” campaign. I’m still wondering what the hell “drinkability” even is….sounds like another made-up ad agency phrase, like “brand immersion” or “holistic ideation”.

So while the ad agency is worried about coining phrases like “drinkability”, we’re off worrying about “measurability”. The agency will argue that these types of phrases “resonate through to the consumer” and that it creates “brand recognition” – all true points. But how do you measure the impact of this campaign, and was it the messaging that drove more sales, or the fact that you bought more reach and frequency in your media buy? There is a direct correlation between buying X more dollars of media will result in Y more dollars of sales, but at some point, it levels out and you end up spending more to get nothing. Do you know where this point is?

What if you turned off the advertising for a while? What was the impact?

We had a discussion today about the disparity between brand promise and consumer experience. How does Bud Light measure that? Ideally, you would like for everything you say in your marketing and advertising to live up to your customer’s every expectation. What happens if it doesn’t? How is social media going to affect my brand if I can’t deliver on my “drinkability” promise?

Well, I’m sure that Bud Light and their agency have it all figured out. In fact, I’m going to pick up some Bud Light right now!

Drinkability is Cool, But Measurability is Cooler is a post from Pear Analytics, an SEO tools and software company.