Sunday, May 23, 2010

Kim's Fantasy Land in which Beer Commercials are Actually Marketed to Women

Women account for 25 percent of the beer market, and probably more than that for lighter beers and ales. Women between the ages of 21 and 30 are drinking more beer than women in any other age group. So wouldn’t it make sense for advertisers to cater to this market?

When I think of Dos XX, I of course think of “The Most Interesting Man in the World.” He is suave, cool, and sophisticated. He can do or be anything. Police often question him, just because they find him interesting. His personality is so magnetic, he is unable to carry credit cards. You get the idea.

Dos XX in particular is a perfect beer to bring in a larger female market. Its lager brand is very popular and is in some ways a more “female” beer because it’s lighter and often “fruited” (you order one at a bar and it almost always comes with a lime). Yet it’s not some lame 27 calorie light beer that tastes like water. It actually tastes good, and I know of a few women my age who like it. But I also know lots of guys who like it too, which puts it in a perfect marketing position to gain more females in the market share without losing the males. A lot of times if a beer gets a reputation as a “chick” beer, guys will stay away. It’s why you don’t see too many guys drinking Michelob Ultra or Smirnoff.

I had a conversation with my coworkers about creating a “Most Interesting Woman in the World.” I was kind of joking, but I think maybe it could work. That being said, it would need to be done very carefully. This potential character should in no way replace The Most Interesting Man in the World but rather complement him. (I’m not a fan of this line of thinking in real life, i.e. women are meant to complement men, but this is purely from a marketing perspective)

I think the Most Interesting Woman in the World would need to be slightly older than the 21-30 age group, but not too old. Ideally, she’d be around 40 but look 32. (Again, looking at this from a marketing perspective, not saying this is what the “ideal” woman is in real life). She would be hot, yes. But she would also be sophisticated. Definitely not slutty. She would probably wear a short classic black cocktail dress, showing some cleavage but not too much. She would probably be a brunette with long hair (sorry but blond tends to equal dumb in ordinary beer commercials, and Dos XX is no ordinary beer).

If I was doing the commercial to introduce The Most Interesting Woman in the World, I’d probably start with the Most Interesting Man in the World, so you think it’s a normal Dos XX commercial. Maybe one of his lines would include how he gets all the ladies, and he would be in a bar surrounded by blonds in revealing outfits (none of them would be wearing black). But then she would walk in. And her line would have to be really good. Can’t be something super girly or overly feminine. We don’t want to hear “she gets weekly mani pedis daily.” No. The narration would be something like “when she gets pulled over, police officers write themselves a ticket.”

She would lock eyes with The Most Interesting Man. He would be slightly annoyed, but very intrigued. She would keep her eyes on him and simply say, “I don’t always drink beer, but when I do I prefer Dos XX.” This would prompt a devilish grin from the Most Interesting Man stepping away from the posse of dumb girls and taking a step forward towards the Most Interesting Woman while the other girls look on in disgust. END SCENE.

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