Month: October 2010

As any other Vancouverite, I watch the Canuck games religiously. I love the cool hockey commercials and the Molson Canadian ads in between periods, but to be honest I am not really fond of the Coors Light commercials. I know their target market are men from ages 19 to 33 but really why do they have to do the whole Mystery Mansion and have pictures of half naked women running around in costumes of almost every guys sex fantasy?

Coors Light has an interesting positioning strategy. They are differentiating themselves by having every Average Joe who buys their beer a chance to potentially go to this special Mystery Mansion and score with some of the sexiest women in the world and live the ultimate fantasy. Although only a limited amount of men actually attain the shivering can and win a chance of a lifetime, it has created a huge jump in sales for the organization. And to get the attention of men of that age, or any man in general, all they need are pictures of hot women in bikinis and guys doing super cool tricks down a mountain. Can you get any stereotypically manlier than sports, beer and women?

Yet maybe thats the reason for the new marketing strategy, to create a manlier beer since Coors is a LIGHT beer. Most men’s perception of light beer is a girlly chick drink. Coors is trying to change the attitiude of the Light image and get men, which is a more profitable segment, to purchase this light beer.  How very interesting…

In all honesty, how much would you pay for a bottle of booze? You can only drink it once, and almost anything will do the job, so really how much would you willingly pay? Well I know the more money I have the more I am going to be willing to spend, but that is just the way it is. The more money you have the more money you will spend on anything. And yet there is a certain class to drinking better vodka than Smirnoff or $5 bottles of wine, and the taste is normally better too.

But what about champagne? You only drink it on special occasions so is it ok to spend more money on one bottle?  Dom Perignon is one of the most expensive bottles of champagne and is definitely one of the most well known. If Jay-Z can rap about sippin’ Dom Perignon on a yacht in Monaco, it has to be a luxury. Well the brew does take a minimum of 7 years to create and the higher vintages takes a bit longer at 30 years, which means there is no lack in quality. Except why do so many huge artists and celebrities only seem to be drinking this one champagne?

Dom Perignon is not only a bubbly wine from the region of Champagne, France, it is a symbol of luxury, money, and entertainment. There seems to be no substitute for the champagne. No average Joe really knows how much a bottle really is, but if someone can casually say “Yeah, I was drinking Dom Perignon all night” you know they have cash. I have never seen any commercials or magazine advertisements, I know about this drink from complete word of mouth and celebrity watch. I never even realised that certain celebrities really do increase the value of certain products just by being seen using them. It really is pure publicity at its finest.

This past summer I went on vacation to Greece, and across the world is where I learned about Tiger. I had never even heard about it, but the longer I stayed in Greece I saw the brand everywhere. I could not believe that something so popular across the world I had never even heard mentioned at home. I did not even know if we even sold the beer at our local liquor stores. After some research, however, Tiger brand is a very respectable and well known beer, and has won 40 plus international awards. It is actually the first truly international Asian beer.

They main reason for choosing this brand to discuss is the fact that I think their logo is super amazing. From the name Tiger, to the colours of the label, the beer just looks interesting. There are even hidden symbols within the “Tiger” name. The i is like a 1 which stands for Tiger’s ambition to be a world-leading beer; the g is shaped as an 8 which is an auspicious number in many East Asia cultures and; the e is shaped as if smiling. The colours chosen are specifically designed to heighten the quality of the beer. The blue represents the purest refreshing water used; the amber symbolized the quality of the ingredients and does not let the beer age too fast; and the gold represents the superiority of quality and the medals Tiger has won throughout the years. Futhermore, the commericals are super funny, and I chose my favorite one to share.