Episode 36: The Marketing Strategy for Beer Ads
01:25:00 | July 1st, 2022
Episode Transcript
Speaker 1: All right. Episode 36, Brady.
Brady: Yes, sir.
Speaker 1: Woo. How many episodes? I mean, this 36 is crazy.
Brady: I feel like we’ve done more.
Speaker 1: It does feel like we’ve done. It goes 52 weeks in a year.
Brady: We’ve been doing this for more than a year.
Speaker 1: Wait.
Scarlet: Yeah, it’s been a year.
Brady: How are we so far behind?
Speaker 1: Wait, really?
Scarlet: Yeah, we’ve started recording a year ago, but we ran through some-
Speaker 1: Hey, most people don’t make it a year, Brady.
Brady: Yeah.
Speaker 1: We’ve been, I would say pretty good about it.
Scarlet: Yeah.
Speaker 1: I’ve only missed one or two. Brady’s taking like six vacations.
Brady: Okay.
Speaker 1: But I mean… Okay.
Brady: We’ve done two a days, not two a days, two a weeks.
Speaker 1: So how are we only at 36.
Brady: I don’t know.
Speaker 1: Scarlet, you know how this works.
Brady: Christmas time, we took Christmas a lot off.
Scarlet: Christmas time we took some time off, but we also went through a period of testing.
Brady: We did market this for a while. We don’t do that anymore. But that was still knocking out episodes.
Speaker 1: Yeah. That golf course episode was sick, man.
Scarlet: Well, we started recording, but it didn’t launch until like two to three months after.
Speaker 1: Six months after, right?
Scarlet: Yeah. I don’t really know.
Speaker 1: We had some issues with.
Scarlet: Well, we had some issues.
Speaker 1: But we got through it.
Scarlet: Production, but we got through it.
Brady: But still, our first YouTube episode starts at seven. So it’s not like we started from scratch when we launched on YouTube.
Speaker 1: But from a timing of when we started to why we have 36 episodes. Weren’t we recording that whole time though when they weren’t producing?
Brady: I don’t know.
Speaker 1: I don’t feel like…
Brady: It’s not too big a gap.
Speaker 1: Well, it’s 52 minus 36.
Brady: 16.
Speaker 1: 16. What? Good job, Brady. I don’t feel like we took 16 weeks off. That’s a lot of weeks off. I feel like we record every Monday. I don’t know. It doesn’t make any sense, does it?
Brady: Not when I think about it off the top of my head, I’m sure if we took a step back and looked at everything.
Scarlet: Yeah.
Speaker 1: Are there 52 weeks in a year? There are, right? I’m not crazy.
Scarlet: Yeah.
Speaker 1: We record it almost every week and we don’t record two episodes. Are we tracking the episode numbers correctly?
Brady: Yeah, we’re on like 46.
Speaker 1: We’re on episode 43.
Brady: I think we’re good.
Scarlet: No. Okay. I think it makes sense because it took us a hot minute to get things going in the beginning.
Speaker 1: Scarlet knows.
Scarlet: Yeah, because I was a one woman show in the beginning.
Brady: Yeah, we get that right.
Speaker 1: Well, here we are, episode 36. We’ve been doing it for a year. I don’t know. I don’t know how that math works, but we’ve working hard at it. Having a good time. And thanks everybody for tuning in, being fans. We really appreciate y’all.
Brady: It’s pretty great. Yeah.
Speaker 1: As always, please do leave five stars somewhere, even if you-
Brady: Subscribe.
Speaker 1: Subscribe. Yeah. Just do that for us. All of that. I had two wheels fall off my trailer this morning, Brady.
Brady: I heard about that. I’m actually going to, do you know if it’s picked up or anything? Because I want to take the five home and just get off where you left it.
Speaker 1: Okay. So no, I saw it rolling down. They had a tow truck going very, very slow.
Brady: Okay.
Speaker 1: I was nervous. I’m not going to lie. Because I didn’t-
Brady: Oh yeah. You said they moved it off the highway.
Speaker 1: Yeah, I don’t know how they did it. So I have this 25 foot fishing boat, Parker. It’s got a pilot house, is super heavy. I was driving down the freeway and the wheels fell off the trailer. No clue how. I’ve used the trailer. Probably six or seven times. Boats were normally on a mooring. Just looked out the side mirror and there was a tire flying out. So that was not good. It was an interesting morning. I made it to the executive meeting though.
Brady: Oh, nice.
Speaker 1: Yeah, I got there at 8: 30, tuned in. It was good. Got to still lead from the front. You got to overcome those obstacles. But yeah, we’ll see. Hopefully I don’t have to sell my house to fix all this, but it was an interesting morning.
Brady: Yeah. Hopefully insurance comes in clutch.
Speaker 1: Yeah. How was your week? How was out? Little space away.
Brady: It was good. Yeah, little space. Doing some home projects.
Speaker 1: Yeah. I saw your painting.
Brady: Yep. Redoing a vanity and countertops. So we demoed everything and we’re painting and then there was-
Speaker 1: Why are you choosing to do this, Brady?
Brady: Save money and because I can. But still I’m not-
Speaker 1: But can you?
Brady: I’m not good enough to not have the learning curve.
Speaker 1: That’s the part I’m worried about.
Brady: Yeah. Yeah. So we rolled the paint on the, because we’re painting the vanity black.
Speaker 1: Okay. Painting’s easy.
Brady: Well, we rolled it and you can see the roller lines. And so then I stripped all the paint and then I got-
Speaker 1: You sanded it all down?
Brady: Sanded it down, got a primer, chose acrylic primer. That’s hard to clean out of a sprayer. So had to get ammonia.
Speaker 1: Yep.
Brady: That stuff almost knocked me out. But clean the sprayer with ammonia.
Speaker 1: How many times did you go back and forth to the store after you thought you were done going back and forth to the store?
Brady: Oh, I went to Ace Hardware twice, I think on Saturday. And I was like, ” Thank God you guys close in five minutes because I probably have to come back. But you close so I can go tomorrow.”
Speaker 1: What about Home Depot?
Brady: No. Only three trips, I think.
Speaker 1: That’s not too bad.
Brady: Two to Ace and then one to Home Depot.
Speaker 1: Boats are similar to home projects in that whatever can go wrong will go wrong.
Brady: Yeah. Oh, I’ve had to move water lines because the drawers would’ve hit it.
Speaker 1: That’s what I’m saying.
Brady: All extra things.
Speaker 1: I’ve known you since you were 18 years old.
Brady: Yeah, roughly.
Speaker 1: I wouldn’t say I’d categorize you as Mr. Handy, historically.
Brady: Oh, you don’t know me then.
Speaker 1: Are you really?
Brady: Yeah. Growing up I would build bike jumps is probably how I started.
Speaker 1: Yeah. I would do stuff like that, too. But bathrooms?
Brady: Yeah. I redid all the floors in my house when we first moved.
Speaker 1: I got to give you a little, dab you up right there. That’s pretty impressive.
Brady: Installed the frame TV, not knowing it ran on a box.
Speaker 1: I kind of saw how you moved into this place and I was nervous.
Brady: Yeah. Well, not many employees build an office and do a frame collage of 20 photos on the entrance, hanging up a hundred pound fake… What are those fake succulent displays that weigh a hundred pounds in thin drywall.
Speaker 1: I remember having to fly out here and do it.
Brady: They haven’t fallen for two years.
Speaker 1: That’s it. You’re right, Brady. Okay. So you’re a little more handy than I give you credit.
Brady: Yeah.
Speaker 1: A little blue collar Brady.
Brady: A little bit.
Speaker 1: Blue collar Bob.
Brady: A little bit.
Speaker 1: So how’d it going? Is it done?
Brady: No. Okay. I’m doing a second coat of black probably tonight. And then I have to paint the back of drawers and doors. Then we had to cut the vanity because-
Speaker 1: Is Randy coming over?
Brady: No, he’s been busy, but my father- in- law, he’s like remodeled homes.
Speaker 1: Okay. So he’s got like some-
Brady: Yeah, so he helped me. I had to move an outlet up.
Speaker 1: Yeah. Because I’ll say I didn’t know. I’m pretty handy by myself.
Brady: I’m terrible with electric. I don’t touch electric.
Speaker 1: I could teach you because on my motorcycles I used to redo all the electric alternators.
Brady: Awesome.
Speaker 1: Yeah, I’m decently handy. My dad custom counter maker. Father- in- law, contractor. So I grew up with it. I was always building stuff at the shops and all that and he taught me how to do everything. But once he stripped the drywall back and you start moving pieces, then I’m a little out of my element.
Brady: So I’m still learning.
Speaker 1: Okay.
Brady: He’s there and we’re doing it together.
Speaker 1: Because you don’t have to YouTube everything. He can show you.
Brady: Well, I have YouTube. Even cleaning out the sprayer after using acrylic, all on YouTube.
Speaker 1: Okay.
Brady: Yeah. Sprayer didn’t work. YouTubed it, a little air ventilation hole was plugged by paint. Got a paperclip. So YouTube’s awesome.
Speaker 1: Yeah. I mean I love YouTube and I usually can teach myself most anything. I was doing how to lower an engine block that doesn’t work right on the boat.
Brady: Yeah.
Speaker 1: There’s always something that goes wrong and I’m out there with a screwdriver fixing it or I’m on the side of the road trying to figure out how to get a boat with one wheel trailer.
Brady: I feel you.
Speaker 1: I just didn’t know appliances.
Brady: Yeah. That’s awesome man. I’ve always liked to do the handy work.
Speaker 1: Yeah. Friendship rediscovered on the show. Learning new things about each other.
Brady: When you’re doing digital all day, it’s kind of nice to do different projects.
Speaker 1: All we do is figure out things though. Technically with digital, no one really showed you how to run ads. Right?
Brady: Yeah.
Speaker 1: You kind of taught yourself.
Brady: Yeah.
Speaker 1: Did anyone teach you how to run ads?
Brady: Larry Kim on Word Stream webinars?
Speaker 1: That’s not me. Yeah.
Brady: Back in the day.
Speaker 1: Well, we bought Word Stream U I think it was PPC 101.
Brady: I think they had webinars on YouTube. This is even before directive.
Speaker 1: Oh, you were doing that before us?
Brady: I’d watched their webinars and be like, ” Oh, you can look at device data in Google Ads. I didn’t know that.”
Speaker 1: Wow.
Brady: Great idea. So I’d go in there and be like, ” Oh, our performance is terrible on mobile. I’ve spent 10,000 without a conversion.”
Speaker 1: How many paid media people who make$ 150,000 a year still don’t know that, unfortunately?
Brady: Yeah. Yeah. Well now that’s all being more automated and recommended to go there. People kind of lean on that and feel like they don’t have to know those settings, but it’s still…
Speaker 1: It’s nice to know.
Brady: Yeah. Google gets away with it if you don’t know it.
Speaker 1: Well, what a week we’ve had. I had family vacation too. Went well.
Brady: Yeah. You had a smooth vacation that all added up to the day you got home or two days after.
Speaker 1: It did. I need to be punished for the good things that happen in my life.
Brady: Yeah. That’s how this world is balanced.
Speaker 1: Yeah. I’ve really learned that if I have the best month in the history of the company, I’m also going to have the worst thing happen in the history of the company the same day.
Brady: Yeah.
Speaker 1: Like universally. So I’m used to that. I don’t try to get too excited or too down. Just kind of steady Eddie, you know?
Brady: Yep.
Speaker 1: I feel like that’s kind of part of it. You got to have some gills live in the mud, get punched in the face. I can take a punch with the best of them though. I don’t know about a physical one, but an emotional, mental, financial one. Oh man. I can get walloped. So that’s what’s been going on. But had a great vacation. I’m now two for 10. I think on vacations. I didn’t have to hospital a child down a mountain or on a helicopter or anything. So no, pretty good.
Brady: That’s a plus.
Speaker 1: Yeah.
Brady: Was it snow? Was it like slushy?
Speaker 1: And I went the whole time.
Brady: Yeah.
Speaker 1: I was able to stay the entire time.
Brady: Everything planned for.
Speaker 1: Everything was great. I didn’t break any wrist. Oh. I got pretty good snowboarding for my opinion.
Brady: Yeah. I saw some videos.
Speaker 1: You saw?
Brady: Smooth, saw some videos. Little heel toe, heel toe.
Speaker 1: You know how to do it?
Brady: Yeah, yeah.
Brady: Yeah, yeah. I was going pretty fast on facelift. You know facelift on Mammoth?
Speaker 1: Yep. Was it slushy in the afternoon? Kind of.
Brady: Got a little slushy, yeah, but I was still grinding it out. I didn’t fall.
Speaker 1: Yeah, it’s fine on was snowboard, I think, slush.
Brady: Most the last days. I was did all right. You a ski guy?
Speaker 1: Snowboard.
Brady: Snowboard. We should go sometime.
Speaker 1: Yeah.
Brady: Yeah. It’s been a couple years.
Speaker 1: Yeah. Well what do you got for ads man?
Brady: So I got this Guinness ad and this is, they launched it during the coordination of King Charles.
Speaker 1: That looks like a pill I take if I have acid reflux.
Brady: So I see, this is why I bring this stuff up. So why I like the ad, obviously it’s representing a crown because the coronation of King Charles.
Speaker 1: Probably like that.
Brady: But why I like the ad is because, and the way the TV is displayed, the blacks are all messed up. So it’s supposed to be just flat black behind it. So if you looked at it on Scarlet’s computer right now, probably even turn around, it’s just flat black.
Speaker 1: Oh, that looks like a Guinness. This is such a confusing visualization.
Brady: Yeah, it’s flat black.
Speaker 1: Okay.
Brady: So why I like the ad is because the second I saw it, I could see the outline of the pint.
Speaker 1: You could see the outline without them having to do the outline.
Brady: Yeah.
Speaker 1: That’s dope.
Brady: So I just thought it was impressive. Just how well known the full Guinness pint is. Just that image that it’s ingrained in my head. I see such a simplistic ad that represents the crown floating and I can imagine the pint.
Speaker 1: Now a couple… This throws off any of the insights I could add because, to your point, I don’t feel like if you saw this, it would make perfect sense.
Brady: Just the way the black is?
Speaker 1: Yeah.
Brady: Yeah.
Speaker 1: It’s a little weird right now.
Brady: I feel like, is it a QR code? Do I scan it?
Speaker 1: I know it’s a little weird.
Brady: Now in post- production it’s all going to be flat.
Speaker 1: Okay, cool. Everyone will see it.
Brady: I hope so.
Speaker 1: Do you feel like they didn’t need the lines? Do they try to do a line? Is that a line?
Brady: No, there’s no lines.
Speaker 1: Okay. I was wondering if there was a subtle line thing.
Brady: So I made my own, because what did throw me off was the placement of the logo.
Speaker 1: So what you just rebuilt the whole thing and didn’t tell us.
Brady: So I moved the logo up. This is mine. I moved the logo up where it should be and then I move the text up at the bottom a little bit.
Speaker 1: Yeah, I like yours better.
Brady: That’s where the pint would actually end.
Speaker 1: Can I see that one on your screen again, Scarlet? Just so I can see Brady’s ad. Oh, that looks exactly like, that’s way better.
Brady: So now there’s no lines, but you can just see the pint immediately.
Speaker 1: Come on Guinness, you don’t need Ogilvy or whoever the heck did that.
Brady: Imagining the curves we got in the pint class. So the reason why I think they did the logo low is to really make the crown float and stand out. But I think even this version, you still see the crown.
Speaker 1: That logo is a little high though, isn’t it?
Brady: It’s actually lower than it should be. Usually the logo overlaps the foam.
Speaker 1: No way.
Brady: Because what I did is I took an actual image of a pint and overlaid it to do all the positioning.
Speaker 1: That’s what I was curious about. Yeah.
Brady: I removed it and I actually moved the logo down because I didn’t want the logo to overlap with the foam, but it typically does.
Speaker 1: I love their tagline.
Brady: Yeah.
Speaker 1: Because that old guy.
Brady: Yeah, that was the same commercial.
Speaker 1: He waited a long time.
Brady: Yeah, but even the commercial we watched was that was a line. It was like, wait.
Speaker 1: Oh, I know.
Brady: Yeah.
Speaker 1: Yeah. That’s been their tag line. How long has their tagline been” good things come to those who wait”? Because you know why they say that, right? Do you know why?
Brady: Because after you pour it’s got to sit. You said it on the episode, we covered your commercial.
Speaker 1: Yeah, of course. You guys didn’t miss that. Yes.
Brady: Was that it?
Speaker 1: Yeah. Essentially when they pour it, they let it sit so that the bubbles, what’s that called?
Brady: Oh, the carbonation.
Speaker 1: Carbonation, yeah. That’s a big word. All that can rise or go and they fill it up. I went to Ireland and I actually did it at the thing, you know, poured the pint. Oh, I wish I could have sent videos to production. I probably have a video of Tanner and I there from like 2016, 2017. That was a good time. I just remember every night he would order pizza. We got back to the hotel. He would just-
Brady: Irish pizza.
Speaker 1: He would just eat this crummy Dominoes Pizza. No, it was Dominoes delivery.
Brady: Nice.
Speaker 1: I just remember having that every night and my stomach was destroyed. I love this ad, man. It’s really cool. How did they distribute it? Any insights there?
Brady: I don’t know.
Speaker 1: How’d you come across it? Just Reddit?
Brady: Yeah, Reddit. Ad porn. It’s a subreddit. It’s called ad porn.
Speaker 1: Okay. I just want to make sure I heard that right.
Brady: Yeah. It’s like earth porn. It’s all like landscape photos.
Speaker 1: There goes our TikTok.
Brady: No, it’s a subreddit.
Speaker 1: Peter, bleep that out. Don’t share that. So that we don’t get throttle on TikTok again.
Brady: It’s an SFW subreddit.
Speaker 1: Okay. Okay.
Brady: Do you know what that means?
Speaker 1: Save for work.
Brady: Yep. Because Reddit will say NSFW.
Speaker 1: Understood.
Brady: And that means like don’t be looking at this at work.
Speaker 1: Yeah. No. Good looking out Reddit. Yeah. But this is different.
Brady: This is different.
Speaker 1: Yeah, Understood.
Brady: Yeah.
Speaker 1: Porn but for ads.
Brady: Exactly.
Speaker 1: It’s good. Yeah. Good. All right. Let’s make sure we don’t… Dude, we get one view on TikTok for no reason. What did we ever say that got us blacklisted?
Brady: Well, if we say it.
Speaker 1: I don’t know what we said.
Brady: We’re just going to be, Oh, we probably, oh, because we were talking about. Okay. We recorded way before any of the bad stuff happened.
Speaker 1: Yeah. That’s another jinx of this show is we’ll talk about someone.
Brady: Yes. If you get talked about this show.
Speaker 1: And this is when we were behind on production. So we would record and then it would launch a month later. But now that we’re talking about relevant things, we record the week it’s launched, but back then we would talk about someone and then within two weeks before that episode launches, they just go out and do some very-
Speaker 1: Heinous, just heinous.
Brady: Yeah. Not PC.
Speaker 1: Not PC. No, no, no, no, no. NSFW. Yes. Okay. I like this one. Any other thoughts?
Brady: No. It was kind of an immediate reaction.
Speaker 1: Yes.
Brady: I just loved how I could see the pint and then I felt just making it a little better to where it would probably click for the masses.
Speaker 1: I love you so much. The fact that you changed the logo.
Brady: It was an easy change. I had a thought. It’s one of those things where once I think it, and I know it’s only going to take five seconds, I kind of have to just open up and Photoshop and do it.
Speaker 1: The opposite of a bathroom.
Brady: Huh?
Speaker 1: Like remodeling the bathroom.
Brady: Oh, yeah. I thought you meant going to the bathroom. Eh, somewhat true. It takes more than five minutes sometimes. Sure.
Speaker 1: I meant when, you know, you think like, ” Oh, I’m just going to do this one thing on the…”
Brady: We thought that with the bathroom.
Speaker 1: Oh, everybody does. It’s a universal.
Brady: I thought the first coat of paint was going to be fine, but no, I’m over there like peeling it off like dead skin and scraping it off.
Speaker 1: Dude, it was me in the trailer, dude. I, Saturday, Sunday, all day. I haven’t had a moment to relax. It’s just been chaos because you want to do one thing, little thing.
Brady: We thought it was going to be a weekend project two weekends ago.
Speaker 1: Oh yeah. And three weekends from now you’ll be like, oh, this is could take a while.
Brady: It’s not even assembled.
Speaker 1: Yeah. No, it’s going to be. Exactly. Well I like that ad. I love that you made it better. So yeah, Guinness, if you watch this, hit us up, please, we’d love to help out.
Brady: For the next coronation, whenever that happens.
Speaker 1: I don’t know if we’re going to have to wait that long. All right. Okay. So you remember what was the Roundup commercial I liked or was like, ” this kills weeds.”
Brady: Yeah, it was a really good visualization. Kills weeds, not grass. Like they repeated that it doesn’t kill your grass.
Speaker 1: Kills weeds. Yeah, but what was the tag line? They had” this stuff works.”
Brady: Yeah, this stuff works.
Speaker 1: This stuff works. There you go, see that’s brand recall.
Brady: There you go. Yeah.
Speaker 1: I found another one like it, but it’s hilarious. Okay, so you know how we all have… Let me preface this. No offense, Pine Nine Holsters. Cool. All right. I said that. No offense. You know how we all have products that are kind of stupid that the world doesn’t really need, but if you’ve figured out a good way to market it, you could sell a lot of it.
Brady: Like the gaming chopsticks? Have you seen those?
Speaker 1: No. I’m thinking of something like Crocs. No.
Brady: Okay. All right. There’s the end of the podcast.
Speaker 1: Or Giblits?
Brady: Gibbets.
Speaker 1: Yeah. Gibbets. Crocs.
Brady: Still offended.
Speaker 1: Yeah. No, no offense. I said no offense, Brady.
Brady: To them not me.
Speaker 1: Pet rock. Remember the pet rock thing?
Brady: Yes. Pet rock.
Speaker 1: Crystals.
Brady: Someone actually sold shit, I think.
Speaker 1: Yeah.
Brady: Was a thing,
Speaker 1: Like real poop. They just sent it to you. Crystals. Remember how crystals for a while are pretty popular?
Brady: Oh, you’re about to offend a very large population.
Speaker 1: No offense, but you know how there’s a-
Brady: I think crystals are still a thing.
Speaker 1: No offense. But you know how people come up with weird kind of things that they’re able to sell, like snake oil. Yeah, those bracelets. Remember the balance bracelets at the mall?
Brady: Yes.
Speaker 1: Where you couldn’t push down your arm.
Brady: Yes.
Speaker 1: But you just needed a good way to market it. And they did.
Brady: Those guys were brilliant.
Speaker 1: Brilliant.
Brady: Power balance.
Speaker 1: Power balance. Yes.
Brady: They had you do a stretch without it on.
Speaker 1: Yes.
Brady: And that made you loosen up. So then when you put it on, you could twist further. They would go to my track meets.
Speaker 1: How did they pull it off? Because it wasn’t just that, bro. Like when I did the bracelet, I was stronger.
Brady: I think they eventually got caught. But they just would have you do these tests where because you did one rep of it without it on that was it loosened you up to then do better the next time.
Speaker 1: You think that was it?
Brady: Yeah. They would do the twist test.
Speaker 1: I didn’t do the twist. I just did the arm and they’d push your arm down and I was like, it would go down a bit and they’d put the bracelet on and I felt powerful with that bracelet.
Brady: That was probably just mental. But I think they got caught for being a scam and made millions before they got caught.
Speaker 1: I’m not saying I’m not an idiot, but I did the thing at the mall, Mission Mill Mall. I remember. And I believed in that thing.
Brady: Yeah.
Speaker 1: You get my point?
Brady: Yes.
Speaker 1: Around products like that.
Brady: Yes.
Speaker 1: You know I fish a little bit, right?
Brady: A little bit. Yeah.
Speaker 1: Look at this product. You got to watch this because it’s such a good ad. I can’t think of a better way to market.
Brady: Something you don’t need but now you feel like you need.
Speaker 1: Something you don’t need but now you kind of want it. Watch this.
Speaker 4: Introducing the Pine Nine Fishing Rod Holster. Designed for excellent convenience when you need both hands. Need to rebate because a wise fish outsmarted you? Holster your rod and worm up. Thought you had a monster, but it’s just weeds. Holster your rod. Reduce heart rate and clear the line. Need to unhook a big one? Holster your rod in the glory. Do you need to answer that text or email? Holster your rod and tell them you’re fishing. Take a quick video or photo? Holster your rod and take that monumental shot. Need to mark your favorite fishing territory? Holster your rod and claim it. Need both hands to crack that ice cold brew? Holster your rod and release the hops aroma. Whatever it is you need both hands for, the Pine Nine Fishing Rod Holster will keep your fish stick out of the mud. Pine Nine Holsters, the top of the line for your hard- earned dime.
Brady: It’s legit. Right? Why would you not need that?
Speaker 1: That’s what I’m kind of saying. You could always just set it down. But I was just fishing in Mammoth for trout. There was a lot of times where I kept redoing things and trying to retie lures or knots. I really wanted this Pine Nine Holster.
Brady: Yeah, I think that’s what I’m saying. It seems more legit than a pet rock.
Speaker 1: Oh, it’s a functional product.
Brady: Yeah.
Speaker 1: It’s a functional product. But I’ve never seen a guy with a rod holster. You know what I mean?
Brady: Yeah. Is that the iron covers of fishing? What do you think the fishing population would think about a rod holster?
Speaker 1: I think when they see the ad, they actually want to buy one. Let’s look at the comments. They have any comments? I haven’t looked. Yes. See it’s exactly.
Brady: I cried a little bit.
Speaker 1: Best sales video. I need one. My point is, it is actually a needed great product that you don’t need. If that makes sense.
Brady: Yeah.
Speaker 1: But now you know about it you’re like, every time I was literally up there and I was like, ” Dang it. I kind of need that rod holster.” Holster your rod. Now this is going to parlay into our topics, but it really isn’t that hard to sell things to dudes, is it?
Brady: No.
Speaker 1: You just get some old country western guy to go, ” Holster your rod,” and then have them make a swoosh noise. And we’re like, that’s cool.
Brady: But I think it’s also a situation where the product sells itself. Just like the TikTok guys with the grip, right? They could do creative ways of applying the grip because the product is so good. They can kind of have fun with it so that is similar to this. He doesn’t have to dive into all these details of the tech. It’s such a simple product. People want it and they can kind of have fun with.
Speaker 1: Well it has a humorous angle.
Brady: Which probably increases views and gets it out there more.
Speaker 1: Why doesn’t B2B do humor ever? They got a sassy humor. They don’t. Do they ever do humor?
Brady: Tim does.
Speaker 1: We do humor.
Brady: Yeah.
Speaker 1: He chops fruit. It’s his weird little tick.
Brady: Gives me anxiety.
Speaker 1: Can you, too, Scarlet?
Scarlet: Oh yeah. Because just like knowing Tim-
Brady: He’s like not looking, has a sharp chef’s knife in his hand like shaving a kiwi.
Scarlet: I think that’s like his point though.
Brady: Oh yeah.
Speaker 1: What I love about Tim is he’s actually less of himself in those videos than in real life.
Brady: Yeah. He’s put on a character.
Speaker 1: Yeah. But he is a character.
Brady: Yeah.
Speaker 1: I love Tim. Tim is a hilarious dude who’s that unique in person. Those videos, I always saw him on the professional side of Tim. Tim’s been with us long enough now that we’re going to see more of his personal side and who he is as a dude, which is really cool. It’s kind of Tim. We got to hang out with him, what, last week wasn’t it? The dude’s hilarious.
Brady: Yeah.
Speaker 1: I always thought he was kind of like trying to be funny. No, no. He’s just a dude that happens to be really good at advertising. Who would come up with that fruit chopping video? Every time I watch one of those. I think he’s going to cut his finger tip.
Brady: He did some massive, I don’t even know what the fruit was on his latest one.
Scarlet: The big one that’s like this big?
Brady: It was like the size of a watermelon.
Speaker 1: That’s clever though. He just keeps saying bigger. I did see that video and I was like, ” What heck is that?” So I love Tim because he’s got a humor. Anybody else have anything like that?
Brady: I mean, remember the HubSpot ads you showed? The pirate ship ones? Those were humor, I’d say.
Speaker 1: That’s humorous, right?
Brady: Yeah, the winter ones I showed.
Speaker 1: Winter’s good, but that’s not inaudible. It’s a professional services firm like us.
Brady: Yeah.
Speaker 1: Well sorry, SAS is little one.
Brady: Yeah.
Speaker 1: Anybody like big brands though?
Brady: Big brand’s? Probably not.
Speaker 1: Yeah.
Brady: I’d have to look for-
Speaker 1: HubSpots a big brand.
Brady: Like even in the Super Bowl, I feel like big tech B2B just does sustainability.
Speaker 1: HubSpot by the way. That’s stock is crushing. I’m so glad I picked it. They’re doing so well right now.
Brady: Don’t think I’m in HubSpot.
Speaker 1: You’re not in HubSpot. I picked two. HubSpot and Shopify. I made some big bets on, both have paid off for now. I know my luck, it’ll go bad.
Brady: Yeah. I don’t know when to sell.
Speaker 1: I shouldn’t have said it. Now it’s over. They’re both going to… This is just, yeah, it’s over now. Spotify’s going to get acquired by Magenta. HubSpot’s going to get acquired by Pipedrive. Things all over.
Brady: Yeah.
Speaker 1: So yeah, I liked it. I just think it’s a funny way to get a product like that out. And I definitely might think about, probably not, but maybe buying that. What’s their website? Can we go to Pinenineholsters. com? I want to see.
Brady: Well, if you do more freshwater, I think it’d be good.
Speaker 1: Yeah, I’m not usually on a boat.
Brady: You have holsters everywhere.
Speaker 1: Rod holders.
Brady: Yeah.
Speaker 1: Holster your rod is such a good tagline. 25 bucks isn’t that crazy.
Brady: Surprised there’s not a bottle opener.
Speaker 1: Oh. They don’t do firearms, so they just do fishing rods. I like that. Kill fish, not people. That’s a smart tagline.
Brady: Does it say that? Or you just said that?
Speaker 1: No. Well, I mean, is this a weird, I mean, I kind of like the corporate change. Probably a lot less money in it, but a lot easier to sleep at night.
Brady: Yeah.
Speaker 1: That’s a great product. Is that the same dude wearing a bunch of different outfits or is it different?
Brady: This is a couple different.
Speaker 1: Couple different, okay. Yeah, I like that. It’s a good one. All right, well that’s my ad. I thought it was good.
Brady: I like it.
Speaker 1: Yeah, I like yours too. Again, this was good. You ready to talk a little topics?
Brady: Yeah, let’s do it.
Speaker 1: Well, I got another ad for you, Brady, because these ding dongs and beer just can’t stop doing weird ads that make no sense.
Brady: Yeah. They’re all just trying to figure out what to do with everything that’s going on.
Speaker 1: Yeah. Essentially they’re trying to figure out what to do about seltzers.
Brady: Yeah. Well this is all a reaction to the Bud Light partnership, I think.
Speaker 1: You guys think so >
Brady: This is all reaction to even Bud Light’s. They have their Patriot patriotic ad that’s out now. People are like, you should have just apologized.
Speaker 1: I think it’s a reaction to culture, not a reaction to Bud Light.
Brady: Probably both.
Speaker 1: You think they could’ve, I guess they could have done it this quickly. But you think so, Scarlet? You think this is a reactive type campaign?
Scarlet: I think the minute the whole thing with Bud Light happened, every beer company used that as an opportunity.
Brady: What are we doing?
Scarlet: Let’s feed off of that and get more people to drink our beer.
Speaker 1: But then why would Miller Light go this way? All right, let’s watch the video first and then we can expand so people know what we’re talking about. Because this is Miller Light. My lovely co- hosts, producer believe that this is a reaction to Bud Light. I believe-
Brady: Maybe this one. So I was thinking the Coors one was a reaction.
Speaker 1: I don’t think any of these are reactions.
Scarlet: I think this is what maybe Bud Light was trying to portray. They just didn’t do it in the way-
Speaker 1: I don’t think Miller Light does it well though. All right.
Scarlet: No, but it’s better than Bud Light from the world’s reaction.
Speaker 1: Yeah, but I don’t know if Bud Light did anything. Bud Light just had a lady do a bad interview and then chose to work with a random influencer.
Brady: That one blew out of proportion. Because this is probably a nationally televised commercial.
Speaker 1: Correct.
Brady: Bud Light’s was like an Instagram reel.
Speaker 1: It was like a-
Brady: It was a drop in the pond in terms of their whole ad budget and placements.
Speaker 1: But I don’t think the influencer sponsorship was a drop in the pond. That went pretty big.
Brady: It went big, but I don’t think it was meant.
Speaker 1: No. This is meant to be big.
Brady: Yeah, this is meant to be big.
Speaker 1: So let’s watch it.
Speaker 6: Here’s a little known fact. Women were among the very first to brew beer ever. From Mesopotamia to the Middle Ages to Colonial America, women were the ones doing the brewing. Centuries later, how did the industry pay homage to the founding Mothers of Beer? They put us in bikinis. Wow. Look at this( beep). Wild. It’s time beer made it up to women. So today, Miller Light is on a mission to clean up not just their(beep) the whole beer industry( beep). Miller Light has been scouring the internet for all this(beep) and buying it back so that he can turn it into good(beep) for women brewers. Literally, good( beep). How, you ask? Ladies, take it away.
Speaker 7: First we turn the bad( beep) into compost. Now we take compost to worms. Push( beep) out. Beautiful fertilizer.
Speaker 8: That good (beep) helps farmers grow quality hops.
Speaker 9: Which is then donated to women brewers to make their own really good(beep).
Speaker 6: But there’s definitely more( beep) out there. In your attic, in the garage, in your parents’ basement. Send any(beep) you got into Miller Light and they’ll turn that into good (beep), too.
Brady: Huh?
Speaker 6: So here’s to women because without us there would be no beer.
Speaker 1: Okay. Can we go to their website?
Brady: Yeah. So for this campaign, it’s millerlight. com.
Speaker 1: Yeah, thanks.
Brady: Yeah, they have their own page for it. Good, and then S H T. And then you actually, sorry. Bad. So type where you start over again. It’s bad shit to S H T and then the number two and then good S H T.
Speaker 1: So they enter your birthday though. Oh, Christmas baby.
Brady: And you got to do it again. Well maybe they link out to it here.
Speaker 1: Jay Balvin. I do love Jay Balvin.
Brady: I don’t know who that is.
Speaker 1: It’s like a Latin music. It’s down below. Nevermind.
Brady: You’re good. You got to have a two between.
Speaker 1: Just drop a two right here.
Brady: Don’t cut this, Peter. And it forwards two.
Scarlet: Okay. So it wasn’t me.
Brady: I’m pretty sure that was the URL. It was in the video at the bottom for a little bit.
Speaker 1: It was. Can we go back to that video real quick? Sorry, everybody. We’re almost there. We got this.
Brady: We on the minute mark?
Speaker 1: Yeah, it was like a 1: 05. Yeah, like a 1:00 to 1:05. There it is,
Brady: S H T 2. I think that’s what you typed in.
Speaker 1: Did they already get rid of the campaign that quick? This is what I’m saying guys. I don’t know when this launched initially versus when it was tweeted out.
Scarlet: Yeah, that’s literally it.
Speaker 1: Okay, let’s go to their YouTube real quick. Because this is what I’m telling you. I don’t think it was a reaction. I think everybody’s been trying to play this kind of social justice angle.
Brady: So someone positioned it.
Speaker 1: Correct. We hate our customers. Miller Light beat Bud Light to the Woke Club. Miller Light, following up Bud Light’s footsteps. Hold my beer. Miller tries to beat Bud Light with New Bazaar. We’re not the only ones talking about it. I don’t know who these people are.
Brady: So this is new, but these are all recent videos.
Scarlet: One hour ago.
Speaker 1: Unlisted. Yes. It’s already been unlisted and then they got rid of it. Okay. Yeah. Let’s check out Miller Light’s YouTube though because I want to see this. That’s wild. Okay, so while she’s doing this, let’s talk about it a little bit. I don’t understand why they made… Well, the ad does a couple weird things, in my opinion. It makes women powerless, in my opinion, where it’s like beer made us wear bikinis.
Brady: Yeah.
Speaker 1: That’s just a very weird start to an ad, in my opinion. If you’re trying to lift women up, I’ve been around many women. I’ve got two daughters, a wife, a mom, grandma, just like everybody else. I have never found women incapable of making their own decisions. So to me it’s insulting. If I was a woman, I’m not, so obviously can’t speak for them, I would be insulted with the idea that we were too stupid and dumb and naive and the beer companies forced us to do these commercials. Am I missing something there? I’ll let the woman in the room speak, but am I missing something that it was kind of a weird way to start an ad.
Scarlet: I think this was super lame. I think why did someone have the need to create that for women? That’s 15 years ago.
Speaker 1: I think. Isn’t women the other way right now being more empowered in their bodies going on OnlyFans, making their own money. Don’t every one of the leading influencers of women, they all posting bikini pics on their own socials.
Scarlet: Yeah.
Speaker 1: So I guess that’s what I’m trying to explain.
Scarlet: I don’t know. But maybe in these people’s eyes, beer is a manly thing, but I have no problem ordering a beer at a bar even if I’m in a bikini. How about that?
Speaker 1: Doesn’t this make you less likely to want to order a beer as a woman almost?
Scarlet: I love beer.
Speaker 1: Correct. But that doesn’t mean, do you feel terrorized by beer brands?
Scarlet: Absolutely not.
Speaker 1: It’s a very weird assumption they keep bringing into these commercials that I don’t quite understand.
Brady: Yeah. No. To your point, those models back, it looked like nineties, that was their choice. That was probably a good gig for them.
Speaker 1: They probably got paid really well. And they were pumped on it because they were models. That’s what they were doing.
Scarlet: Did you see this slight dis that they made to Coors Light in the ad?
Speaker 1: No. What did they say?
Scarlet: They had a Coors Light poster.
Brady: Yeah, so it was Coors Light ad.
Speaker 1: Oh.
Brady: So they were talking about beer in general. Not as Coors Light, more specifically with sexualizing women in their-
Speaker 10: Aren’t Coors Miller the same company?
Speaker 1: Miller Coors?
Speaker 10: Yeah.
Speaker 1: It’s all the same company.
Speaker 10: It’s Coors Miller, they own each other. I think that was their own history they’re trying to talk about there.
Speaker 1: Yeah, we got to be better kind of thing.
Brady: Yeah, because they were talking about take our own ads that you have at home and send them in and they turn that into compost.
Speaker 1: We couldn’t even find it though. They’ve already taken that out.
Brady: Yeah, that was like idea.
Speaker 1: The campaign’s already dead. It’s been around for an hour. Can you go to videos? Is it there? So I just really struggle with the concept that women are powerless victims. I don’t know why a woman would think that it makes them feel better. It’s a weird way to start. It’s very condescending to women, frankly, in my opinion. It’s insulting to women.
Brady: They could have still stuck with the women in beer and the history. That was all.
Speaker 1: Yeah, it was really cool. That one for a millisecond. So if you go back to, yeah, that’s what I’m talking about. Go to the comments on the Twitter just to see what the reaction everybody has. And there’s always mixed reaction in comments, but it’s just condescending. Why do ad agencies think condescending ads work? They don’t. You’d think they’d have learned from all those Gillette ads backfiring. I don’t know what ad is. We’d have to look at those in another show. But what I don’t get is why make women the victim? Those women chose to model for the ads and were probably proud of their bodies and proud of the money they made. Are men victims when they wear underwear in those commercials and show off their abs. Are we victims?
Brady: Scarlet’s favorite cologne commercial.
Speaker 1: Oh yeah. The Giorgio Armani guy diving in. Is that guy a victim, Scarlet? Wouldn’t that be a weird way if a cologne brand came out and be like, ” Men have been the victim this whole time.”
Scarlet: Well, they always says sex sells. That just is what it is. I don’t think that’ll ever change.
Speaker 1: Well, there is a connection between alcohol and sex.
Scarlet: Yeah. But I don’t know. I really don’t understand why they would feel the need to put this ad out.
Speaker 1: What does it do for them from a sales standpoint, marketing standpoint? Does it do anything in your opinion?
Scarlet: No, because I’m like, ” Okay, this is just another, someone’s trying to make a point about their own opinion,” but it actually hurts women instead of-
Speaker 1: I don’t think it helps women.
Scarlet: It doesn’t.
Speaker 1: I don’t think women are more likely to buy their beer. And I think men are less likely to buy their beer because they feel like they’re being blamed for drinking beer. What did the guys do? You know what I mean?
Scarlet: Are now men going to be criticized for drinking a beer?
Speaker 1: Are we bad guys for drinking Miller Light?
Scarlet: But there’s a reason that there’s this connotation because beer belly. Beer, women don’t like to drink a lot of beer because it makes you bloat.
Speaker 1: The calories and the bloating.
Scarlet: Yeah.
Speaker 1: Which I get. Now, what’s also interesting to me is why do they make the women vulgar? It made no sense to me. I haven’t ever found women… That’s not the most, that’s not just not the right, I haven’t seen that as the most endearing way to portray women either if you’re advertising, because that ad isn’t for us. I would have to imagine that when they built that ad, maybe you were going to run it. It’s like, let’s give Miller Light the benefit of the doubt. And let’s just talk about how maybe this could have gone right. Okay? Conceptually for a second. So let’s say you are in the Miller Light war room. To Peter’s points, very weird because they’re with Coors and Coors is doing everything right. We’ll talk about them in a second. I love my silver bullet. But you got this ad, and maybe you’re in this war room for Miller Light and they’re like, ” Look, women are usually the ones, let’s say, going to the Vans or the grocery store and they’re buying food for the home if they are the home caretaker,” let’s just say, don’t call me sexist. Let’s just say that maybe that’s statistically true. Okay. Anyone disagree with statistically women are maybe more likely to go to the grocery store to buy groceries for the family than men? Is that a fair assessment?
Brady: Yeah.
Speaker 1: Okay. We can avoid all of the crap right here and we’ll just talk ads because this is what we do for a living. So let’s say if you’re in the war room, you do want more women to have an affinity towards your beer brand if they’re the ones picking up beer for the home, for the party. Right? That my wife definitely does more shopping than I do. Okay. Doesn’t mean I don’t ever go to the store and buy groceries or buy beer. But let’s just keep these, what’s it called? What am doing right now? It’s a stereotype.
Brady: Yeah. Gender roles.
Speaker 1: Gender roles. Let’s just have a, they do exist no matter what everybody wants to say. So let’s just recognize they exist. So you’re in the war room of Miller Light and you want more women to choose your beer. Is that a fair assessment? That’s what they’re trying to do here. All right, let’s just help. Right? So you can theoretically do an ad like this and distribute it. Can you still do gender level targeting on Facebook or did they remove it?
Brady: You can do it.
Speaker 1: Okay.
Brady: Certain industries you can’t.
Speaker 1: Okay. But I’m sure beer can.
Brady: I don’t know what even the alcohol regulations are.
Speaker 1: Where they can advertise and not. Okay. But let’s assume you can.
Brady: Yeah, I think it’s just 21 and up because I get whiskey ads all day.
Speaker 1: Okay. Yeah. Same stuff. So now, in my opinion, an ad of this nature, done with the initial angle of the ad of like, ” Did you know?” And educating women about their history in beer. If they kept that angle up, Scarlet, would you kind of feel like that was a cool thing to know? And you’d almost be proud of women? Watch this. Let’s watch it again in the very beginning and I’ll show you what I mean. There’s an angle to this ad where actually kind of really like it.
Speaker 6: Here’s a little known fact. Women were among the very first to brew beer ever. From Mesopotamia to the Middle Ages to Colonial America. Women were the ones doing the brewing. Centuries later, how did the industry pay homage to the founding mothers of beer? They put us in bikinis. Wow.
Speaker 1: So right there. So my point is it started with such a cool angle.
Brady: Yeah. I think of they had to get women women to think like, ” Oh, I usually don’t drink beer. But I didn’t know that was how it started.”
Speaker 1: I didn’t know we had a role in it. I didn’t know women were a part of it. I can feel more emotionally connected to it, and I thought that was an amazing first 17, 18 seconds. And then they take that weird U- turn on the angle that doesn’t make men or women want to buy their beer, in my opinion.
Brady: And they try to bring sustainability into it by shipping us old posters. And I think they were trying to say that.
Speaker 1: Yeah. They wanted you to take down your old-
Brady: Send your old ads in and we’ll shred it and turn it into compost.
Speaker 1: It’s such a just, I don’t understand the business angle of trying to fit into what the cultural direction of society is going while tearing down your entire customer base.
Brady: And those aren’t the ads anymore. It’s almost like if Burger King went after Carl’s Jr. right now for their 2000s Kate Upton ads.
Speaker 1: No, it’d be if Carl’s Jr. went after Carl’s Jr.
Brady: Yeah.
Speaker 1: That’s the weirder part. How did the beer industry pay homage? How did you pay homage Miller Light? You’re the ones who paid the women. What are you talking about?
Brady: Yeah.
Speaker 1: Really blamed the industry that they’re the biggest player. It’s Miller Coors. Am I missing something here? Anheuser- Busch is not bigger than Miller Coors, right? Miller Coors is the biggest one in the industry. Let’s look it up.
Brady: I think Anheuser’s one and Coors Miller’s two, but I’m not sure.
Speaker 1: Let’s do, we can do by market size. So just do Miller Coors stock and then we’ll go Anheuser- Busch stock. I’m just curious about this. I know that Anheuser- Busch stock hasn’t done well since they did this. And then Miller’s still launched this. Okay, so we’re at 63 and then what’s our market cap? 12. 93 billion. Okay. Will you show me Anheuser- Busch right there. So you’re at 63. Look at that. Anheuser- Busch. 106 billion. That’s big.
Brady: Yeah, they’re massive.
Speaker 1: Oh, go to Molsen Core zone. I want to see this too because I think they did a stock split. Are we on the wrong one? Huh? I don’t know how it all works. Whatever. I’m not that smart, but that is wild to me, man. I don’t understand that ad. And then they make women so just like, I don’t.
Brady: Are those models supposed to watch that ad? Let’s say they were in it, and just feel ashamed.
Speaker 1: But what’s so wrong with appreciating women for their feminine in qualities? That’s why I don’t like.
Scarlet: People like praise people. Like you feel good about your own skin. Your femininity doesn’t need to be hidden or whatever.
Speaker 1: Correct.
Scarlet: And then this is completely just trashing that. The people that maybe don’t feel comfortable in their skin. I have no idea.
Speaker 1: That’s what I saying. I don’t know who this appeals to.
Scarlet: It doesn’t appeal to me.
Speaker 1: Go to Dove. Right. Let’s go to Dove. A brand who has done, I think, exceptional and articulating to women. They did the all shapes, all sizes, all faces, right? That was their kind of campaign back then day. Right?
Brady: And they do mothers and daughters sitting down reading through Instagram comments and stuff.
Speaker 1: Yeah. Let’s talk about… Now this to me is an uplifting, empowering brand for women. There was nothing about that Miller Light video that I thought portrayed women in a positive light despite the fact that I had no idea they did such an amazing stuff in Mesopotamia, in the middle. Expand upon that.
Brady: Yeah.
Speaker 1: Tell us more about how the beer we’re drinking actually came from women and give us a little fact to bring up around while we’re drinking Miller Light.
Scarlet: But why even put out an ad that doesn’t even do your main target audience?
Speaker 1: Well, they didn’t say thousands. They said hundreds and it hurts.
Scarlet: Yeah. Statistically men drink more beer. You guys wouldn’t put out an ad for a clothing company or people, you know what I mean? It’s just like…
Speaker 1: Yeah, we wouldn’t talk crap on men on a Skims ad.
Scarlet: Yeah.
Speaker 1: I don’t, it doesn’t. Yeah.
Scarlet: Why are they trying to change their target? They’re like forcing it.
Speaker 1: No, and I don’t think any woman watches that and then if you go back to the ad too, it’s very weak. If you get further forward towards a minute. Watch, it goes hundreds. They don’t say thousands. This is such a small number that you’re like, ” Who’s this ad for?” Watch, hit play. Watch. I’ll show you what I mean.
Speaker 6: In the garage, in your parent’s basement. Send any( beep) you got into Miller Light and they’ll turn that into good( beep) too.
Speaker 1: Like what the?
Speaker 6: Two women.
Speaker 1: inaudible
Speaker 6: Because without us here would be no beer.
Speaker 1: Which isn’t much. So it says we bought it back, what we could find. It’s one forklift. I just want you to understand, they don’t even pull off the concept. If you keep going watch this. They don’t expand on that and then look at that to benefit hundreds of women brewers. I love that. I would love for them to actually help women brewers. Keep going. How did they do that? They don’t say. That’s crazy.
Brady: They said something about free donations. So I don’t know if the whole plan is to shred bikini photos, turn it into-
Speaker 1: Recyclables and give the women 5 cents? They would’ve made more money taking bikini photos.
Brady: And then donating the hops.
Speaker 1: What’s the point here?
Brady: Yeah, because the female brewer owner, she said that they donate hops or soil. Regardless, it’s all-
Speaker 1: Did they say that they donate that? Did I miss that?
Brady: Yeah.
Speaker 1: Can we watch that part? I want to catch that because I didn’t even know what they… Because they have this whole thing we gave back to women.
Brady: It’s after the mulch lady.
Speaker 1: After the mulch lady. This is just.
Brady: Yeah, it’s right here.
Speaker 1: Let watch right here.
Speaker 7: Push( beep) out. Beautiful fertilizer.
Speaker 8: That good (beep) helps farmers grow quality hops which has been donated to women brewers to make their own really good (beep).
Brady: Yeah, so saying the hops are donated to women brewers is the flywheels.
Speaker 1: But why do women need donations? Do you see what I’m saying? To me it’s just so condescending.
Brady: Yeah.
Scarlet: Are women brewers-
Speaker 1: They’re not capable of buying their own hops now? You need help. They need help from the men.
Scarlet: They need help. I just think it’s an angle that they’re just trying to take advantage of it by using women as an excuse.
Speaker 1: I hate it. I don’t want my girls to feel like, ” Oh, we’re the victim. Everybody portraying this way. Please help us. We need donations. We’re women.” What is that?
Brady: I wonder this idea.
Speaker 1: What is that?
Brady: This idea had to have started on let’s take all these bikini photos and shred them and make it sustainable and then it all turned into this.
Scarlet: But none of the women are probably the ones owning those posters. And I bet those guys aren’t going to send them back.
Brady: No one has like-
Speaker 1: No, and nobody cares.
Brady: Who has those? Oh, I think a lot of people inaudible has those posters.
Speaker 1: Going to now ship them.
Brady: Doesn’t take them off the internet either. I don’t know. I agree with your points.
Speaker 1: I don’t understand.
Brady: Why? I love the history part. That was cool.
Speaker 1: I thought that was so cool.
Brady: I could see women learning that and be like, ” Oh, I didn’t know that. I actually feel like I fit beer more than I thought I fit beer.” In terms of a persona for beer.
Scarlet: Yeah.
Speaker 1: The whole angle is just so frustrating to me. It’s like it should be about women supporting women. That’s just, I know it’s not totally related, but anytime you think about any of this stuff, it’s like how do you fix women’s sports? Women should watch it. That’s how you would fix it. Men watch. Men support men. I want to be sure you understand what I’m saying here. If women want to get paid more in sports, they need women to actually watch them, support them.
Brady: Yeah.
Speaker 1: Men get paid a lot in sports because other men watch them.
Brady: The supply and demand.
Speaker 1: Women watch them too. That’s not like, and men do watch women’s sports. That’s not my point here. My point is it should be about women supporting women, which would’ve been really, really cool if they kept the first 20 seconds. The answer for all these women things that we keep seeing is women have to actually support other women. Men do support other men. That’s how other men make money in the entertainment industry. We go out and we buy tickets to watch other men play basketball. We find out that these dudes have a new micro brewery and we go to the micro brewery. We don’t do it because they’re men though, if that makes sense. We do it because we have shared interests. Many women don’t have shared interests in women’s sports, and so they don’t attract as many women to watch. And not that the women aren’t supporting women, they just might not care about those things as much. Does that make sense?
Brady: Yeah.
Speaker 1: They had a really good angle here that I genuinely didn’t know about. If you would’ve just expanded on the Mesopotamia angle and the history of women in brewery and actually mentioned into women by name. That’s the other part. If you go to the back to the very beginning, this is my problem with it too, is she just talks in vagaries. Like watch what she says. She doesn’t actually say anything.
Speaker 6: And were among the very first to prove beer ever. From Mesopotamia to the Middle Ages to colonial America. Women are the ones doing the brewing.
Speaker 1: Let’s talk more about Michelle. They didn’t even humanize women.
Speaker 10: Well, it’s ancient history. It’s Mesopotamia, so you wouldn’t have actually written.
Speaker 1: I love you, Peter. This is why I need you on the show.
Brady: I was thinking it too, Peter, I just didn’t say it.
Speaker 1: Well, I do think they had historians in Mesopotamia, Peter. But did they have the pharaohs and we know them by name?
Speaker 10: It’s one of those things where the first brewing of beer, it was done by the woman in the household. It was part of like, because you actually chewed it and then spit it into a container and then that caused the fermentation. So it was like…
Brady: This wasn’t like-
Speaker 1: Actually, you’re wrong. Her name’s Ninkasi, Peter.
Speaker 10: Okay.
Brady: Don’t compete with Google.
Speaker 1: But good point.
Brady: Well, to your point, the black lady who actually seemed to own a brewery, they could have actually.
Speaker 1: No name.
Brady: No name, no storyline. Maybe she was an actress because everything was just no logo kind of stock look.
Speaker 1: Why not just Goddess of Beer was Ninkasi. That’s a great angle.
Brady: That should be our beer brand, Ninkasi.
Speaker 1: Every, yes. That’s a market. This right there. But here’s my point.
Brady: I don’t think we could start that. That’d be harder with partnership from inaudible.
Speaker 1: There are ways we could do it though. No, but I think that this is a hard, they have it right here. Tell the story of women in beer. Don’t make women the victim of their own choices. It’s a weird, I don’t like when people victimize and all it does is make women less instead of making women more.
Scarlet: Well, it’s also women are very capable.
Speaker 1: Yes.
Scarlet: I don’t want people to. If I was an owner of a brewery, I don’t want people to donate because I’m a woman. I’m a woman and I can do it.
Speaker 1: That’s disgusting. Yeah. It’s like insulting.
Scarlet: I don’t need help.
Speaker 1: I completely agree. To me, when I think about my daughters, I’m like, I would imagine me trying to treat my daughters, ” Hey honey, you get donations.” What would that teach her? Why would I tell my daughter she can’t do something that men can do that isn’t technically physically related to lifting something heavy?
Brady: Disarms them from confidence.
Speaker 1: It does nothing for women. And I don’t think any woman watches that and goes, ” Yes, finally someone’s standing up for us.” It doesn’t feel like that at all. It’s kind of sick and twisted. I don’t know.
Brady: Yeah.
Speaker 1: Now, yeah, I don’t know. I saw that and I was like, ” We have to talk about this on the show,” because I was so, I don’t know, kind of disturbed by it. I guess. It’s so weird to me, so wrong. I would feel so frustrated.
Brady: Yeah. Yeah. It’s making its way through multiple rounds of approval, full production.
Speaker 1: And I don’t know how that.
Brady: What’s hilarious is they go live with it and immediately just have to take it off.
Speaker 1: The most obvious reaction in the world.
Brady: So how can they not forecast that? I get weather, weather’s pretty unpredictable.
Speaker 1: That ad stunk.
Brady: You think you could do a certain amount of reviews.
Speaker 1: But to our point, if they did a whole ad on Ninkasi and then came out with a Ninkasi line of Miller Light, that would be really cool. I feel like women would totally.
Brady: Formulated by women and-
Speaker 1: Yeah. Can you do a Ninkasi sculpture or Goddess Ninkasi? Goddess photo.
Brady: Oh, Ninkasi Brewing.
Speaker 1: Yeah.
Brady: Looks like it exists.
Speaker 1: Do a special Miller Light production with her on it and talk about the story of Ninkasi. Wouldn’t that be epic?
Brady: Yeah.
Speaker 1: Oh, it gets me so frustrated. Now that woman we actually owe probably brewing to and we should respect her and elevate her and appreciate what she did for beer instead of blaming models who got paid to take photos, especially in the way culture is. I don’t know. The culture today doesn’t even fit any of this. Culture today with women, from what I’ve been able to se, correct me if I’m wrong here, is my body, my choice, my social media, and I’m proud of what my results in the gym and I’m proud of who I am and I had my whole life when I was younger growing up, I had confidence issues and I finally got to point in society where I’m accepted by being a powerful woman who’s showing off her body and embracing her whole self. Is that not where we’re at today in culture?
Scarlet: Yeah. It’s a hundred percent right.
Speaker 1: Then why talk crap on them? You know what I mean? Because you’re dunking on women empowerment while saying your ads to support women.
Brady: Yeah.
Scarlet: They’re doing the opposite of what they’re like thinking that they are doing.
Speaker 1: And no one said anything about it. I would see that ad in two seconds and be like, ” Guys, I get what you’re trying to do and I totally respect it. What if we took this angle? ”
Scarlet: Yeah.
Speaker 1: Oh wow. Well, let’s see what Bud Light. So we already saw what happened with Bud Light. We talked about that. What’s Coors Light doing? Are they just, let’s check out what my favorite beer’s doing.
Brady: The banquet, right? Is that what that bottle is?
Speaker 1: Because I don’t want to be too obvious here, but I don’t know if the beer commercial needs to be reinvented. I think it’s a pretty simple playbook. It works universally and I don’t think women have a problem with the playbook at all. So I want to, let’s watch this real quick, 33 seconds.
Speaker 16: The same Rocky Mountain water, the same brewing tradition that started 150 years ago in Golden Colorado. Because when you’re a favorite beer of rock stars, smugglers, cowboys, and presidents, you don’t compromise. That’s our legacy. What do you want to go down in history for? Coors Banquet, start your legacy.
Speaker 1: Nah, I want to say they’re taking shots of Budweiser necessarily with that ad. Just looks like a traditional Coors ad.
Brady: Yeah. I mean they only mention why pivot. So, they’re kind of taking shots just with some of the narrative but not directly.
Speaker 1: So is there anything I missed there that makes that ad somehow egregious to women? Did you see that ad, Scarlet, and think, ” I can’t buy Coors now.”
Scarlet: No. I thought it was a great ad and I’m attracted to cowboys and I’m attracted to manly men.
Speaker 1: Masculinity and you associate that with beer.
Scarlet: But I will still drink a Coors Light.
Brady: And they built a broad spectrum between outlaws, smugglers, and the president. I kind of like how they did that.
Speaker 1: I loved it. So you’re saying though, as a woman, is masculinity doesn’t make you not want to order beer. It actually makes you the concept of beer because that’s the category it fits in compared to a seltzer.
Scarlet: Yeah.
Speaker 1: That’s why when you have a party, you order both.
Scarlet: Yeah, because I always make sure there’s beer for the boys and seltzers for the girls. That’s just how-
Speaker 1: And then what happens in an actuality? The dudes drink all the seltzers.
Scarlet: Nowadays, yeah.
Speaker 1: But you still got to buy both for that exact little thing you said.
Scarlet: Yeah. Or I know there’s some people that may not seltzers that’ll drink beer. Sometimes I choose beer over a seltzer.
Speaker 1: Same and sometimes I choose seltzer over beer. You know what it has nothing to do with? My sexual orientation.
Scarlet: Has nothing to do with it.
Speaker 1: What a weird, weird situation we’re living in. Now, did they show any scantly clad women in that Coors ad? I didn’t see anything.
Brady: No.
Speaker 1: They just sold the mall borough. It’s the Marlboro man. That’s the Marlboro man. Like think about the Budweiser ads we all love. What’s the most famous Budweiser ad you ever seen? Does it have women in it?
Brady: No.
Speaker 1: What is it?
Brady: Is that the” what’s up” ad?
Speaker 1: No, the most famous.
Brady: Or is that the horses?
Speaker 1: There you go. It’s the horses. There’s something about.
Speaker 10: Frogs.
Brady: The frogs.
Speaker 1: The frogs. Okay. So when I ask you all your favorite beer ads, not one of you said women ads, right? You said horses, cowboys, frogs, dog. Remember the dog and the Super Bowl ad? The dog. Those are all just Americana values that they appeal to. It’s not a hard playbook.
Scarlet: The American dream.
Speaker 1: It’s American cowboys.
Scarlet: Yeah.
Speaker 1: Who doesn’t like cowboys? Everybody wants to be a cowboy. I just think that’s a very weird, I don’t know. I can’t wrap my brain around what these companies are trying to do. I know what they’re trying to do. I don’t know why that that’s their strategy of execution. So instead of just saying-
Brady: Coors did a good job.
Speaker 1: Coors did a great job.
Brady: Bud Light has a new ad out and they’re just digging themselves deeper.
Speaker 1: Can I see it?
Brady: Yeah. If you just Google Bud Light new ad, it’ll show up. Well, I saw all the Twitter comments. I guess they referenced 9/ 11 in the ad.
Speaker 1: See, I still think people heard hate that Bud Light did the influencer campaign with Dylan. I really don’t.
Brady: Yeah, I can only see these types of new segments about it.
Speaker 1: Like I said, it was just this lady’s terrible interview that somehow plus the sponsorship. But I don’t think doing the influencer campaign with Dylan Mulvaney’s like some terrible movement. But I think it was the interview where the lady talked crap on their demographic that got them in trouble. I know people didn’t like putting a transgender TikTok star on a Bud Light.
Scarlet: I don’t even think it was about-
Speaker 1: I don’t think it was about that.
Scarlet: Her being transgender. At the end of the day, biologically it’s a male.
Speaker 1: I don’t know. The whole thing, I don’t understand. For me, I didn’t hate what Bud Light did. I wish they would’ve stuck with it. Like I said, you can’t do all what they did and then back out of it. I wish they would’ve stuck with it and actually pushed through. Change is hard. Miller Light’s is just a weird air ball. But do we have the new Bud Light ad? Can we see it?
Scarlet: Do any of these look familiar, Brady?
Brady: I could not find the full ad. I just saw these articles.
Speaker 1: We go to Bud Light YouTube. inaudible I think it’ll go through. Our point earlier, Bud Light really didn’t do an ad.
Brady: So the content that’s come out of this is hilarious.
Speaker 1: Bud Light shower beers. Now that’s a good angle. Let’s watch this. Oh, but they want the woman running in the wet shirt. See what I mean? Just stay committed to something.
Speaker 17: (Singing)
Speaker 1: So Bud Light’s campaign back was one dude with three women in the rain just playing on every subconscious stereotype. That was their their?
Brady: Yeah. That wasn’t even-
Speaker 1: You get what I’m saying? What do we even? I would be okay if Bud Light actually stuck to what they were trying to do. Then they went right back to, I know it’s not a wet white t- shirt thing, but it’s the same concept and they play on the same subconscious ad campaign that Miller likes talking crap on. They went right back to the other end of it.
Brady: Yeah, they’re trying to pretend like it didn’t happen, but it did happen and people haven’t forgotten. So now they’re just reading into.
Speaker 1: Everything they do.
Brady: Every move. And so they’re a patriotic ad. I guess it launched and it references 9/ 11 in it. And so now everyone’s like, ” Really? You think that’s going to get us back?” And they’re saying you should have just apologized instead of trying to change.
Speaker 1: I don’t know what they should apologize for, this is a weird part about me. I actually like what Bud Light did. I think the interview was terrible and that VP of marketing was a ding dong for saying what she said.
Brady: Yeah.
Speaker 1: But I don’t hate how Bud Light used famous influencers like Dylan Mulvaney to do campaigns. I genuinely don’t hate it. I think they needed to do something. I totally respect that. You just can’t talk crap on your current audience.
Brady: Right. They could’ve said we’re testing new influencers. Take it as you will.
Speaker 1: Nobody would’ve said nothing if they did Dylan Mulvaney alongside Hulk Hogan and Beyonce.
Scarlet: Well, he should have had other women, another girl in the mix.
Speaker 1: Biological female.
Scarlet: A biological female.
Speaker 1: Yes., And they could have done that. They could have done all five concurrently launched it. And I have no problem with it. Genuinely. I got no problem with having transgender influencers on beer companies. I don’t think anyone really frankly does that much. I think it’s when you pair it with the-
Brady: Saying our massive audience are all terrible people and we got to change away from the frat market and everything we’ve done is crude.
Speaker 1: That’s the part. The interview got them in trouble, not the campaign. I want to make sure we’re clear about this and you pair the two together, it’s oil and fire. Does that make sense? But I totally actually respect that Bud Light was trying to stay culturally relevant because of how big the LGBTQ + movement is today. And I respect that. That is not where my problem is. I want to be crystal clear. The problem is they wussied out. You get what I’m saying? If you’re going to go do what y’all did, stand by it and say, ” No, this is what we actually believe. We believe in supporting the LGBTQ + community and that they deserve representation in the light beer community.” If you release a press statement after this all went down saying that, I got your back. But when you pull it all and you take it all back because your stock price goes down, then it’s just a fake appeal and nobody respects you.
Brady: Yeah, I agree. I think it was the interview that put them in the pickle where it’s like, what move do you make?
Speaker 1: No, that lady’s interview has genuinely cost the company billions of dollars because of what she said. And she got put on leave. And in her defense, I don’t think she had any ill intent and tried to sink the company or caused this huge uproar. That’s how she genuinely felt. And that was her interview she gave. It was a hilariously out of touch interview and it stuck. But then Miller Light comes out. I have a, do you think women are actually the ones making these ads? Because I have a feeling that it’s not women making the ads.
Brady: Men trying to think how women would think.
Speaker 1: I have no idea. It’s a weird thing.
Scarlet: I just don’t understand any of it.
Speaker 1: It’s crazy, right?
Scarlet: Why does it need, why can’t they just put animals in the ads? Everyone loves animals.
Speaker 1: When did Americana go out of style?
Scarlet: Why does it need to be female male?
Speaker 1: Well, they’re doing a lot of inaudible studies. So there’s been a polls and they’re saying patriotism and all that is the lowest it’s ever been in the history of the company. And so I think what they’re trying to do is if, so historically, beer and nationalism, I felt like were very much connected. It was very patriotic, nationalistic, American flag, country music. You’re in the middle. The guy’s doing a wood. I remember, I think it’s Coors Light, where they’re doing the wood fence out in the middle of the Midwest somewhere. They’re building a wood. You know what I’m talking about though? You can imagine, right?
Brady: Yeah.
Speaker 1: Like the Chevy truck and they’re setting up the outpost. They’re out in the middle of nowhere and it’s like, ” After a hard day’s work, nothing’s better than a good cold Coors Light. When the mountains are blue, enjoy responsibly.” Something like that. When did that stop working? I don’t think you can connect. So if you go back to the Coors stock price real quick. Here’s kind of my point.
Brady: That’s kind of, I mean that ad we just watched is similar to that.
Speaker 1: Yeah, it is.
Brady: They’re like, you’re at a festival, it starts raining. That could suck. But cracking open a beer in that moment actually makes it a memory.
Speaker 1: I have no issue with the thing. I’m just saying it’s hilariously because they’re playing on literally a woman shows up in a wet t- shirt to start the ad. You got like that is the most subconscious-
Scarlet: Wearing her short shorts.
Speaker 1: Correct. It’s a subconscious stereotype. And then there’s a one dude, three girl. They are doing something there and I have no problem with them doing it. It’s just a little ironic given where they were three months ago or a month ago. Now, if you go to about five years, I’ll show you what kind of where I’m at with this. The stock hasn’t. Like what are we talking about?
Brady: For Coors?
Speaker 1: Go to Max. Go to Max. Yeah. So seltzer hasn’t ruined them. They weren’t that huge before. They had a time. Seltzers are going to look like that too. If you pull seltzers across a 20 year timeline, Seltzers are going to look like that too on their stock price.
Brady: Well, they own seltzer companies, right?
Speaker 1: Yeah, but it’s going to look like that. You kind of get what I’m saying?
Brady: Yeah.
Speaker 1: There’s going to be trends. There’s going to be something that’s going to take away from Seltzer in the next five years. Do you know where I’m going with this?
Brady: Yeah.
Speaker 1: So my point is here is it’s like why do we have to constantly, I think there’s causation and correlation and that’s killing them. Is they’re thinking their sales are down due to misogyny.
Brady: Well.
Speaker 1: That’s what they’re saying, essentially. That was what her interview was. That’s what Miller Miller Light’s saying. That’s what they’re appealing to right now. It is like we’ve been misogynistic, it’s time for us to be better. Buy our beer. That was what that Miller Light is. We were misogynistic. Look at the women, buy our beer. But what’s the end goal? To get more women to buy our beer. But I don’t think they accomplish it remotely with that strategy.
Brady: Yeah.
Speaker 1: Now I’m going to say one last thing, and I know people might not love this, but I think it’s kind of a point. When you buy beer, don’t you buy what your boyfriend or husband or fiance likes? Just asking.
Scarlet: Yeah.
Speaker 1: You know what he likes to drink, correct?
Scarlet: Yeah.
Speaker 1: You don’t buy him different stuff, right?
Scarlet: No.
Speaker 1: Not how it goes down, correct?
Scarlet: No.
Speaker 1: And your whole life, have you ever had a girl you were dating or your wife buy beer that you didn’t like just to have you try something new? Honest question.
Brady: She’ll buy me things that she thinks I will like and sometimes I do.
Speaker 1: Sometimes you do.
Brady: Yeah. When it comes to beer. So she’ll change it up.
Speaker 1: She’ll change the beer. Like the light beer category. Not a craft beer because that’s different.
Brady: Okay. No. Coors Light all day.
Speaker 1: Okay. That’s this. I want to make sure I’m being very specific of exactly what I’m saying here. Would your wife ever come home and give you a Miller Light?
Brady: No.
Speaker 1: It would never happen, correct?
Brady: No.
Speaker 1: So what are we doing here? That’s the craziest concept. Like men, in general, are exceptionally loyal to their light beer, like hilariously loyal. How many times when you were in college you go to house party and you would make a comment if they had the opposite beer that you liked? Yeah. You would know they’re a Bud Light house. Do you know which houses were Bud Light houses, Coors Light houses, those types of places? Have you ever changed your light beer?
Brady: No.
Scarlet: No.
Speaker 1: Has your fiance ever changed light beer?
Scarlet: No.
Speaker 1: Peter, have you ever changed your light beer that you like?
Speaker 10: I drink craft beer.
Speaker 1: Oh yeah, of course you do, Peter.
Speaker 10: Yeah.
Speaker 1: I freaking love you. If you were to drink light beer, would you want one of them? Is there a type you favor? Last question.
Speaker 10: I like Pabst and I like Coors. If I’m going to have a beer, I don’t normally go for a light.
Speaker 1: I can see a Rolling Rock guy.
Speaker 10: I prefer Banquet. I’d have Rolling Rock. Yeah. But yeah, Pabst and Coors, I guess.
Speaker 1: But you wouldn’t just go randomly get a Bud Light, right? If you had to, you wouldn’t like randomly choose that.
Speaker 10: No, I wouldn’t randomly choose it.
Speaker 1: You’ll drink it if it’s the only thing.
Speaker 10: Yeah. I’d drink it. Or if I’m going to a bar and it’s like, oh, they only have Budweiser not Coors, I’ll get a Budweiser.
Speaker 1: Yeah, but you’re not going to go down a grocery aisle and see an ad and then change your light beer preference, correct?
Speaker 10: No.
Speaker 1: And so what… So if we’ll start there. So if that’s, as we understand that people, so I just want to talk about this. I think it’s actually really, really relevant. We’re a marketing show, so let’s understand how you drive sales, right? So you’re a light beer company. We’re seeing all this crazy marketing that makes no sense. So let’s actually try to think about it on this show real quick. Brady, you and I can use our brains a little.
Brady: Yeah.
Speaker 1: Get out of the politics. Get back to marketing. Okay. So we know that once you form a preference for beer before you’re 21, right?
Brady: Most likely.
Speaker 1: Most light beer drinkers form their preference pre 21.
Brady: Yeah.
Speaker 1: Factually. I don’t know if that’s factually, but I don’t know anyone that don’t. Okay, so let’s just go off of my experience in life. I and everyone else I’ve ever met in my life has formed their preference on light beer in college. There was the really cheap beer that we didn’t like, but we would just use for games. Right? Well, that would be like when we’d go to Fresh and Easy. What was that when they had a fresh and easy back in the day?
Brady: Oh gosh.
Speaker 1: You know what I’m talking about though?
Brady: Yeah.
Speaker 1: Got 30 rack for 10 bucks and it was hard to drink. It was not a normal brand, but we were like, ” We got to buy beer for the party. We don’t have no money.” So you’d get that and then by the time you graduate college, you’re over 21 at this point, you are now a type of beer person. Male or female. Right? Did you have a preference of beer in college that you were like, I like this light beer, or no?
Scarlet: I straight up just drank Busch because that’s what everybody had.
Speaker 1: Okay, so you were Busch girl?
Scarlet: Yeah.
Speaker 1: Okay. Then let’s say, stereotypical here, but men wear marry women and women do more of the shopping. Okay. Stereotypical. But let’s just assume that this is still how life works in 2023. You would ask your significant other what beer they like, correct? Or you’d already know at this point before you probably ever shopped for them for beer. You’d probably know.
Scarlet: Yeah. I mean, when we first started dating and I was going to the store to grab alcohol, I definitely asked like, ” Hey, what beer do you want?”
Speaker 1: Has he ever changed that since you’ve met him?
Scarlet: No.
Speaker 1: Okay. So let’s just say men choose their beer pretty early and women don’t care enough to override their husbands, let’s say. Is that a fair assessment? You don’t buy Busch anymore, correct?
Scarlet: No.
Speaker 1: But you were a Busch girl.
Scarlet: Because that was the only thing available.
Speaker 1: But you kind of get my point here, right?
Scarlet: Yeah.
Speaker 1: If I was a Coors Light guy and that was the only thing available, I still am a Coors Light guy.
Scarlet: I like Coors Light best.
Speaker 1: Yeah. Okay. So you kind of see my point here. And your fiance?
Scarlet: Coors Light.
Speaker 1: Okay. It’s kind of my point here. Okay, so I’m just talking in stereotypes for a second here, but I’m trying to make a point. We men choose our beer very young. We don’t really pivot it. We do do the craft beers, to Peter’s point, and we don’t, I don’t have an Affinity craft beer, do you?
Brady: No.
Speaker 1: Not really, right? I’ll try new ones. I’ll pick ones out of the store. I have an affinity towards light beer, not craft beer. Yeah, I’ll try Pliny the Elder. I’ll try this Kona, I’ll try all these different types of breweries. I’ll try anything on light beer. And you get a six pack, you’re like, “Well, I like that one.” You know, keep a couple different six packs in the fridge, but you got your staple light beer in the 12 pack, 30 rack, 18 rack, 24 pack, whatever it is. Right? So if you were trying to get more people to buy your beer, wouldn’t you just try to appeal to 21 year olds?
Brady: Yeah, I think that’s where-
Speaker 1: That’s what I don’t understand about the whole thing.
Brady: Bud Light and Post Malone I think is great.
Speaker 1: Great, brilliant.
Brady: Is Post Malone can probably influence those first, ” Hey, I just turned 21. Let me buy the pack of beer for the party.”
Speaker 1: Yes.
Brady: He could influence Bud Light.
Speaker 1: Yeah, I totally agree. And then once you got them, you’ve got them.
Brady: Yeah.
Speaker 1: We don’t change our beers. Like objectively men do not change light beer preference. I’ve never seen it. The other day I went out and visited my buddy Titus, Trent Titus, out in Austin. I ordered a Coors Light. ” What is that piss?” And he was a Bud Light guy. He was laughing, but this is exactly how it goes in real life.
Brady: Yeah.
Speaker 1: You show up at someone’s house with Coors Light if they’re a Bud Light house, they’re like, ” Get that out here. What is that?” Right? Am I missing something here?
Brady: No.
Speaker 1: So what would you do to market to them, Brady? How do you get more beer drinkers to choose your brand if you know once they choose it, they’re lifers.
Brady: I think the Post Malone sponsorships and him influencing it and always having it is smart because you just want to find that overlap, probably in age range, probably going from 16 to 25 and find those influencers.
Speaker 1: I hate that you said 16. Yeah, I guess.
Brady: Find those events. Well they don’t have to be drinking at 16, at least they look up to Post Malone. So when it’s time to turn 21 and get your first drink, it’s already ingrained into someone that they…
Speaker 1: Okay. So we like the influencer campaigns.
Brady: Yeah.
Speaker 1: What about a TV ads? We’ve been looking at mostly ads. Because that’s the weird part.
Brady: Yeah, I mean, like I said, I like that one where they were at music festival.
Speaker 1: That was a good one.
Brady: Overlaps age groups where you might not be legal drinking age, but you’re at the festival. And then there’s obviously a lot of people drinking there as well. Yeah.
Speaker 1: Some of those people look like they might not be 21 in that ad. They were young, they kind of looked like-
Brady: 21 year olds look young. I was at the pool bar and this group of kids were up there playing and drinking and I was like, ” Are they 16?”
Speaker 1: Yeah.
Brady: But they’re probably 22, 25.
Speaker 1: I saw these ladies in uniforms and I thought that they were in high school. And then it said Chapman on the back. And I went, oh my God, I am now old.
Brady: Oh yeah. The kids walking to high school look like middle schoolers. It’s scary. We’re getting old.
Speaker 1: But the kids in college look so young sometimes.
Brady: Yeah.
Speaker 1: The kids in middle school look so old.
Brady: I don’t know. Middle schoolers look like elementary school in my mind. I just live by. We got middle school, high school and I see the high school kids walking. These are little kids.
Speaker 1: I have no, I can’t.
Brady: And then they get in the car and you’re like, ” Where’s the police? There’s a 10 year old driving a car.”
Speaker 1: It’s insane. And I remember how old I thought I looked and now I could look back at my photos. I’m like, you were a child.
Brady: Yeah, we look like kids too.
Speaker 1: Yeah. We look like-
Brady: I just had to renew my license. But my old photo.
Speaker 1: Was it emo Brady?
Brady: No.
Speaker 1: Ugh. That’s my best.
Brady: Very tanned.
Speaker 1: It’s the best Brady.
Brady: Very skinny Brady. Yeah.
Speaker 1: But no a TV ad. So you have music festivals, you got music influencers, you got athletes. Athletes don’t really do beer commercials anymore, do they?
Brady: Maybe with all the new low calorie. I don’t even know if Michelob sponsored actual athletes versus-
Speaker 1: Yeah, Michelob has the 30 year old, one kid market down pat. I feel like Michelob you graduate into, does that make sense? You turn 30 and you start ordering Michelob Light. That’s kind of like, am I missing?
Scarlet: I feel like the people I know that drink Michelob are my dad’s friends that don’t want the calories. They just like that.
Speaker 1: They want something to hold onto. Yeah, yeah.
Scarlet: Yeah. It’s interesting.
Brady: Yeah. Sick of having to buy new.
Speaker 1: So we get influencers, we got festivals, we got things that younger people like to do. I used to love going to stage coach. That ad was a good ad. I thought it was an ironic ad, but it was a good ad. Americana plays for everybody. But I don’t know if Americana gets the youth, which I always thought was interesting too, the Budweiser ad that we all love. I don’t know if it developed any preference. I feel like the preference for Budweiser would be more that your dad drank Budweiser than that you saw this ad with horses and now you want to buy Budweiser.
Brady: I mean there’s like-
Speaker 1: Do you get what I’m saying? I don’t feel like there’s a lot of self association with the brand through those types of ads.
Brady: I think certain segments like Americana, Costa Mesa, I feel like young generations, it’s all like Americana old school.
Speaker 1: Yeah.
Brady: Vintage bikes, vintage motorcycle. Things like vintage things like that. So it could click for some.
Speaker 1: Vintage. Yeah, you’re right. But it’s not like a, I wouldn’t say it’s a mass market appeal necessarily to young people. Like that Coors ad that we really like right there. I wouldn’t say that that appeals to 18 year olds exceptionally well.
Brady: No.
Speaker 1: I think it appeals to us a lot better. So can we go to Coors Light’s YouTube and see if they have any ads where, ” Oh, that really…” I’m curious. I want to see. We saw that one Coors, but I want to see Coors Light because Coors is also different. I want to be clear. Budweiser doing that and Coors doing that, those to me are different. Coors and Budweiser are different brands than Coors Light and Bud Light. Does that make sense?
Brady: Mm-hmm.
Speaker 1: So I’m curious how Coors Light and yeah, we do the one after too. I just want to see.
Speaker 18: Officially, it’s a fridge full of beer. Unofficially, it’s free ac.
Speaker 1: I’ve done that before.
Speaker 18: Coors Light, the official beer of everything unofficial.
Speaker 1: Okay, let’s go to the next one. That was pretty okay. I mean it’s a simple 30 second spot, but the official beer of unofficial, can we do that one?
Speaker 18: Officially, summer starts on June 21st. Unofficially, it’s when flip flops satisfy the dress code. When any pool makes a great pool party, when the water park opens in your backyard. When a single serving means two dogs and when air conditioning is free with every purchase. Best things in summer are unofficial. Coors Light, the official beer of everything unofficial.
Speaker 1: That’s inaudible people in college and stuff. My summer, I don’t have summer anymore, for example.
Brady: Yeah, has some outer banks vibes to it the way they’re recapping.
Speaker 1: But it makes sense. They have summer, right? You only have summer until you get your first real big person job. Before that, once you get your first big person job, there’s no more summer.
Brady: Yeah, man, summer was the days.
Speaker 1: Summer was great. You know what I’m talking about. So I get what they’re doing here. That would appeal to developing first time drinkers to then create preference. But to me the whole game’s preference, right? Am I missing something?
Brady: Yeah. No, you got to catch them early. I totally agree. Changing. I’m trying to think of an example. It’s definitely not for me. And I’m not even a picky person.
Speaker 1: I’m not either, but I have my light beer and I won’t change it.
Brady: Coors Light mixes with guava juice. I’ve tried the others.
Speaker 1: It’s not the same.
Brady: No, it’s not the same. I love that we’re both Coors Light people and it’s great for the show.
Speaker 1: All right, well thanks everybody for tuning in. These beer brands got to figure their stuff out. Especially these light beer brands.
Brady: I feel like it’s all within the ad agencies. I think Miller is like, ” Oh, we got to counter this because this is our job. This is our life.” Their life is running ads for a beer companies.
Speaker 1: Pause for a second, fam, you’ve worked in the ad agency game for 10 years now, almost.
Brady: Yeah.
Speaker 1: At what point do we do anything our customers don’t actually want and get it approved?
Brady: Well, for them, I’m not just saying agency, just the advertising department. I feel like they think this is my purpose.
Speaker 1: If you have a hundred really good-
Brady: In Bud Light, I got to do something in Miller. And that’s why that commercial gets released.
Speaker 1: I don’t know, dude, if you had a hundred edgy ideas for a brand, do any get approved ever?
Brady: Depends on the company. In our position, no.
Speaker 1: This edgy? We can’t even get the call to action to get changed.
Brady: I don’t think it came across as edgy when they were planning.
Speaker 1: I just, yeah, give me a rocky Coors Light. And maybe we’re just so bird brained as men that the I feel like the can turns blue. We’re like, “Got to get that one.”
Brady: It’s pretty cool.
Speaker 1: It’s pretty cool.
Brady: Science. Science at its best.
Speaker 1: We’re so stupid as dudes. We’re like, ” Turns blue, need that one.”
Scarlet: It’s true though, because anytime my fiancee opens a Coors Light, he says, ” Ah, as cold as the Rockies.”
Speaker 1: We’re so stupid. I love it. We’re all the same. We’re like, “Is that blue?” We’ll look at the beer, it’s not blue. I don’t know. We’re so dumb. You know what I mean? And if you made a commercial making fun of us being so stupid, only liking beer because it turns blue, we’d buy more beer that turned blue. That’s what’s kind of funny. And nobody’s playing on that. It just, everybody’s trying to do the opposite and the opposite isn’t working in this case.
Brady: Yeah.
Speaker 1: So there you go, beer brands. Why don’t you focus on how you get an initial consumers to drink your beer instead of how you’re going to get women to buy a light beer that their husbands don’t want? Or how women are going to develop to assume a 30 something year old woman doesn’t already have a preference in her beer is also, I think, condescending to women. I think women have a preference in light. If you’re a woman who drinks light beer, you also had a preference from when you were younger. So it’s not like they’re going to see this ad. Could Bud Light do anything to make you switch?
Brady: No.
Speaker 1: That’s kind of my point. So what is all the money going to? I don’t know.
Brady: I couldn’t tell you.
Speaker 1: All right, beer brands. Hopefully that helps. That’s our take on it. Thanks for tuning in, everybody. Like, subscribe, five stars, let us know what you think about this in the comments and what you think beer brands should do. So thanks everybody.
Brady: And see you next week.
