Facing the prospect of its first sales decline in 27 years, Anheuser-Busch announced that their new campaign would move away from their current “drinkability” strategy (i.e. not too heavy, not to light), to a more humorous approach. (Mullman, 2009)
This is actually a return to the company’s heritage, which was based on the premise that since people drink light beer to have fun, the ads should be fun. That makes sense, especially when we remember that most product purchases are based on emotion. (Shiv & Fedorikhin, 1999)
Wouldn’t you rather buy “fun” than “balance”?
Mullman, J. (2009, August 10). How Bud Light Lost Its Sense of Humor – and, Subsequently, Sales. adage.com. Retrived September 2, 2009, from
Shiv, B.& Fedorikhin, A. (1999, December). Heart and Mind in Conflict: The Interplay of Affect and Cognition in Consumer Decision Making. Journal of Consumer Research, 278-292