Beer is Trying Not To Get Canned
“Vodka soda, close it” is a now-famous catch phrase born out of the millennial habit to go to a bar, order a vodka soda (Tito’s only please), and close out one’s credit card instead of opening a tab — only to repeat the process multiple times throughout the night. Yes, I can confirm it’s as counter-productive as it sounds, but that’s just the way it is. Millennial drinking habits are quite unique. Drinks such as Spiked Seltzers and frosѐ (frozen rosѐ) seem to be available even in the diviest of bars (this generation is obsessed with keeping their booze low cal and pale pink).
So, with this new age of health-obsessed drinkers, how are the classic beer brands with products full of ever-scary carbs supposed to keep the younger generations interested? Bud Light seems to think matching their branding to trending topics could be a solution. While Budweiser fell in with everyone making Game of Thrones products this year, they were one of the first brands to capitalize on the recent Area 51 epidemic.
For those who aren’t familiar, all memes and references pertaining to Area 51 started when one man made a Facebook event for September 20th titled: Storm Area 51, They Can’t Stop All of Us, which has approximately two million people marked as “going.” The main goal of the raid is to free the aliens that the American government is allegedly holding hostage in the Nevada Air Force range.
So, in Bud Light’s attempt to stay young and hip and cool and not just appeal to middle-aged dads after a long day at the office, a Tweet was sent out last month offering limited edition Area 51 cans after 51k retweets. (Sadly, the tweet only received around 42k). While this marketing stunt certainly generated some buzz among the conspiracy-theorist millennials, it definitely didn’t hit as hard as Bud Light hoped.
Area 51 Special Edition. 👽 pic.twitter.com/8wGbSLqY6r
— Bud Light (@budlight) July 17, 2019
Did Bud Light completely miss their target audience? Not quite, considering I’ve seen these labels on more than one social media platform recently. More like the days of generating publicity through retweets on Twitter has died for companies whose product isn’t life or death (unlike Chipotle or Netflix) for the millennial generation. Bud Light will have to put in a little more effort to incentivize an entire generation to consume gluten in a beverage — even the UFO-enthusiasts are watching their calories.
Posted by Molly