I was browsing through some blogs when I came upon Maggie’s post regarding and advertisement campaign by “Cheers”, an asian beer  company.

The first thing that came to my mind while watching this was… OH MY. The commercial over exaggerated the little things that people are generally happy for — the  oh-so-coincidental free parking space, the fact that it’s Friday and the 2nd crab claw for the couple. It was sooo funny.

So, what is Cheers attempting to do with this campaign?

I for one, believe that they’re attempting to capture consumers through humour and by relating to their customers. Many people feel a twinge of joy when it’s friday, or when they find that sought-after parking space. Cheers just over exaggerated this fact for laughs.

In all three commercials, Cheers features middle-aged men, so I am rather certain their target segment consists of middle-aged working men. They created the commercials specifically to relate to their segment. Chances are, Cheers also has multiple beer lines, so they are using a differentiation targeting strategy. And how are they trying to position their product? As per the commercials, Cheers want to be viewed as a fun alcoholic beverage. It wants to be the product you go to when you want to be happy, hence the name “Cheers”.