Working Like a Dog

A beer company that advocates for the rescuing of pets in need? Now that’s something new. However, using benevolence, good causes, or other charitable actions to market products or services is a tried and tested method for moving merchandize (especially Tom’s Shoes).

But what is the real ethical responsibility that an organization or company takes when they attach themselves to a cause? One could say it depends on what they claim to do. In our case, with Wego the rescue dog, Bud Light simply gives publicity to a cause, and not much more.

Could they/ should they do more? That’s up to personal opinion. Overall, Budwiser is able to show that even though they care about the “good time,” they also care about other stuff too, like pets that need of good homes.

In the end, it seems as though both Bud Light and needy pets are winners in this equation. However judging by the work load of poor Wego, it looks like he may have gotten the short end of the stick.

New Take On Man's Best Friend

“Here Weego” is a new take on man’s best friend. This commercial shows how a rescue dog can fix any man’s problems. Weego gets a beer at any given moment and he can impress the girls. What more does a man need from a dog? Nothing! The technique in this “dog grabbing beer” commercial is not only to sell the beer, but to incorporate an important cause.

Incorporating this commercial with the effort to rescue dogs is a great technique. Not only does it show the company helping with a great cause but it gives a new meaning to the name rescue animal. This commercial shows how smart and awesome a rescue dog can be, and how smart an awesome a Bud Light drinking kind of guy can be. Men who drink Bud Light have a heart.  

When I went to Bud Light’s Facebook page, the first thing I saw was Weego’s story. He was an actual rescue dog that had an exceptional trainer. They encourage everyone to support rescue animals, however they don’t give you a link or show you how to support. That is a huge marketing problem if they were really trying to incorporate this cause as a marketing technique. If you want people to be active in your marketing campaigns you have to encourage them to participate. Bud Light fails to do so.

Who goes to pool parties? And who brews their own beer?

Bud Light's "rescue dog" commercial is fun and entertaining to watch, while it simultaneously targets a market of the younger generation. The setting of the ad is centered around a pool party with young-adult attendees swimming, barbecuing, and forming relationships with one another on a sunny day. At first glance, I want to pinpoint Bud Light's audience to 21-35 year old males. The men in the commercial are not-surprisingly trying to impress the ladies with a cute dog, and a cold beer. Even the fact that Wego is a rescue dog adds to the idea that a girl is going to see the guys in a "humanitarian" light after saving a suffering animal.

This commercial is somewhat effective when including women into their market dimensions, but I definitely think men were their primary focus. Throughout the advertisement , the ladies are portrayed as in-shape and showing off their bodies in tight clothes and bikinis. Bud Light gives the impression that men spend time trying to impress women who look like this, and of course that women want to be sought out in these ways. The ad suggests that women are easily wooed with a cute puppy doing tricks and cold beers. Looking past that and the idea that ladies need to be thin for men to seek them out...Bud Light shows that everyone just wants to have a good time, and this is often an ideal party scene that goes through the minds of men and women in their 20's, rather than something that would appeal to an older generation of 40-50 year olds.

Unfortunately, for this generation and many others -- microbrew is becoming more and more popular and possibly taking away sales from the various beer companies out there.

In the Beer Me Bro blog at Brew it Yourself

They discuss the popularity and benefits of consumers moving to microbrewing in their own home. It is becoming more than a hobby, some say it tastes better, and others say it saves money. Since our blog talks about all kinds of alcohol, I like getting th perspective from a blog that focuses on beer. Bud Light has a strong brand and many loyal customers, but if Beer Me Bro is correct, many more consumers are moving to brewing on their own and limiting the amount of retail beer they are purchasing.

Bud Light "Rescue Dog"

Nearly 10% of all TV commercials consist of beer ads. At the top of that list are many of the infamous Bud Light commercials. Bud Light recently released a new one promoting their slogan, “Here We Go”.

This humorous ad begins with a man petting his new rescue dog named “Wego”. Two of his friends approach him and ask in confusion what kind of name that is. The man’s only response is “call him”. One of the friends calls out, “here Wego” and the pooch takes off running and returns with a Bud Light! The commercial proceeds with guests at the pool party saying Bud Light’s token motto “He We Go” in a variety of ways, and each time the dog shows up with a cold one. A couple of guys spot a group of girls and attempt to look cool by calling out for the dog. The next scene shows Wego pulling a six pack over to the ladies. Wego’s next appearance arises when a couple is about to kiss on a couch and the woman says “here we go” in an excited tone. Wego is seen standing on the table right next them holding a beer. Wego’s next task is much more difficult as a large group of people walk out and a man says the magic words. The small dog rises to the challenge and rolls out with a keg! The commercial concludes with a voiceover saying, “It’s a sheer sign of a good time, just right taste of Bud Light; Here We Go”.

Bud Light uses their slogan “Here we go” in a comical approach to create an attractive and imaginative ad. The commercial’s underlying meaning is that Bud Light is a necessity to have a good time at a social event (party). Every time you feel the need to say “here we go”, you should have an ice cold Bud Light at hand. It also wouldn’t hurt to have a dog with this kind of training to entertain your guests!