2. Why Beer?
• 80% of beer consumers in the US are male.
• It’s one of the most male dominant market.
• How is this dominance depicted in ads?
3. 3 Ads
• Tui Beer- One of the most popular beer in
NZ
• Andes Beer- Argentine made
• Corona Extra
4. Tui Beer
• Strong association with masculinity
• Rugby=masculinity (absence of female character
reinforces the idea of watching rugby is
“masculine”
• Assumption beautiful women “should” distract
men
• Washing a car/Painting - believed to be men’s job?
• Heroism reinforces masculinity
5. Tui Beer -ctd.
• Why reversal of stereotypical roles?
• The answer can be found in the copy “Distracting
the boys from the task at hand since 1889”
- men don’t do their “expected” jobs.
• Possible promise: Tui beer is a masculine beer you
can enjoy with mates and forget about your duties
• Tui beer positions itself as a beer exclusive for
men.
6. Andes Beer
• Cultural expectation is slightly different from Tui
beer ad
- female: emotional, vulnerable
- male: calm, oblivious to the emotion
• More creative & dramatic approach
- photos gives background info
- key accessory as a supportive object
- couple photo as contrast of feelings
• Details of the story draws the full attention from
the audience towards the ending
7. Andes Beer -ctd.
• The copy: “If you don’t know the right time
to drink an andes, now we will let you know”
- perfectly works within the given context.
• The possible promise: “ With the new sticker
on the bottle, you can always tell when is the
right time for Andes beer”
• Exclusion of female consumers
• Power of storytelling and unexpectedness
8. Corona Extra
• Part of “Find Your Beach” campaign
• The single minded proposition: “Corona can
transport you to that positive, relaxed “beach”
state of mind now matter where you are”
• Target audience: better educated consumers
with a higher level of income.(age 21-35)
• Corona’s brand image: summer fun and
relaxation.
9. Corona Extra -ctd.
• All the characters are business people who work
in the city & aged 21-35
• Visual effect provides a strong sense consumers
can enjoy
• It doesn’t sell the product but benefit
• The ad strengthens the brand image as unique,
summer fun and relaxation in consumer’s
perception
- leads to competitive advantage
