Get real about your messaging


It’s time for another advertising appreciation blog, this time courtesy of Coors Light.

I instantly fell in love with one of the company’s most recent commercials titled, “The Official Beer of Being Done Wearing a Bra.”

The commercial features a woman returning home, presumably after a long day at work. She drops her purse, kicks off her heels (watch for the brilliantly placed bandage on her heel), feeds her fish and then goes to the fridge for a cold beer.

Then – as noted in the title – she slips off her bra through the sleeves of her shirt before taking the first sip of beer. As this writer brilliantly noted, “I felt seen by this ad.”

There are so many subtle nods in this spot: the aforementioned bandage and the fact that the woman moves a bottle of wine out of the way to reach for the Coors Light. To me, that’s successfully acknowledging a common pain point for women and taking a slight dig at your competition (the wine industry).

It’s tough to nail down the perfect message in 30 seconds. Coors Light released a few other ads as part of the same campaign: “The Official Beer of Drinking in the Shower,” “The Official Beer of Saturday Morning” and “The Official Beer of Going Golfing Just to Drink Beer.”

These are fun, playful ways in which people enjoy drinking beer. The messaging is simple, yet I think I think it does a great job of relating to various demographics.

If you’re experiencing a rut with your marketing and communications, these ads are a great reminder to take a step back, consider your audience and simplify your messaging. I highlighted the importance of identifying the pain points of your customers, clients or patients, as well as marketing your differentiators in a previous blog post.

That advice still rings true, and facilitating that conversation is one of the many things we do well at Chartwell Agency. We encourage all our clients and potential clients to start with conversations about their audiences, their business goals and their priorities before moving forward with new advertising and marketing efforts.

Doing so allows you to maximize your efforts and create messaging that will connect with people and have a shelf life. Is the medical procedure you’re marketing scary or intimidating? Talk about the success rates, ease people’s fears and make it easy to schedule an appointment or ask questions.

Being real about pain points and ways your business or organization can help – and, ultimately, delivering on that help – will go far with people.