Graeme Newell

best emotional branding in beer commercials & alcohol advertising

[vc_row][vc_column width=”3/4″][vc_column_text][/vc_column_text][vc_column_text]Beer commercials can sometimes seem like a random collection of bad-boy behavior, but look deeper and you’ll find very sophisticated emotional branding going on.

In this three-minute marketing lesson video, emotional marketing expert Graeme Newell shows how great beer commercials build confidence using both positive branding and negative branding.  See how the best brands covertly stroke male egos and build lifelong customer loyalty.

How do the best brands do it? They use emotional branding masterfully to make us fall in love with their brand. When it comes to positioning a brand, beer commercials, alcohol advertising, and alcohol advertisements are the best around.

Alcohol Advertising Done Right
Have you ever noticed how alcohol advertising makes you feel? When it comes to positioning a brand, alcohol advertisements are second to none. A creative copy writer can use emotional branding in alcohol advertising and make us feel things that normally totally wouldn’t be associated with beer and alcohol brands. We have poured over sales copy writing for alcohol advertising and found that emotional branding is always at the core of what they’re doing when they are using alcohol advertisements and beer commercials in positioning a brand. The best alcohol advertising gets behind the customer and says “I’m like you, we share the same values.” This emotional branding approach is what makes beer commercials so great.

Beer Commercials and Men
It’s no secret that most beer commercials rely on positioning a brand to sell to men. The best beer commercials and alcohol advertisements tend to lean heavily on the testosterone meter. This is because the beer commercials are using emotional branding when positioning a brand to align with what men already feel, or want to feel, about themselves. They find out exactly what men are feeling, and they use sales copy writing when positioning a brand using emotional branding to make great, compelling beer commercials that really sell product.

The Best Alcohol Advertisements
If you look at the best alcohol advertisements, you may notice that a lot of the promo writing revolves around marriages and relationships. There is a reason for this. Alcohol advertisements are largely positioning a brand using emotional branding to appeal to men, and they have figured out how to write advertising copy that appeals to men. Men don’t want to be controlled, so the best alcohol advertisements fulfil that desire for them in their promo video. Alcohol advertisements don’t put the carriage before the horse, they know that their product isn’t important. It’s the customer and his feelings and emotions that are vital for positioning a brand for success using emotional branding.

Positioning a Brand for Men
Beer commercials are mostly targeted for male audiences, and they are constantly positioning a brand to succeed with that demographic. Notice that when I’m talking about positioning a brand, I don’t care about what the product is, but rather who the customer is. The best alcohol advertisements and beer commercials get this. Beer and alcohol is just a thing, what is really important in positioning a brand with emotional marketing is to hone in on the feelings and emotions of the customer. This is the best way to truly make great alcohol advertisements and beer commercials using emotional marketing.

How Emotional Branding Fits In
Emotional branding is a vital part of positioning a brand in any case. Alcohol advertising is so good because it realizes that the product isn’t important; the customer is what is important. The best emotional branding happens when the product is in a very saturated market, like beer commercials and alcohol advertisements. There is really very little difference between all the various brands of beer and alcohol, so when positioning a brand in alcohol advertising, they really dig deep and find out what it is that the customer wants to feel about himself.

So to recap:

  • Alcohol advertising is great at tapping into the feelings and emotions that its customers feel. Great sales copy writers use emotional branding in positioning a brand to truly align with what their customers want, not what their product offers.
  • Beer commercials are primarily targeted towards men, and alcohol advertising knows this fact very well. They target their beer commercials and alcohol advertisements with this in mind to make great emotional branding advertisements.
  • Positioning a brand using emotional branding is a fantastic way to go about beer commercials and alcohol advertising because of how heavy competition is in the alcohol sector.


Transcription text of the 3-Minute Emotional Marketing Lesson Video “Best Emotional Branding in Beer Commercials & Alcohol Advertising” by Graeme Newell, emotional marketing researcher, customer loyalty researcher, and consultant at 602 Communications.

So this is what the products have done. They have trained us to elicit this response. Corona is just any old beer is what it’s all about. But every time I drink a Corona I just go ahhhhh, I’m just gonna relax here.

“We doing okay here? Absolutely. And what can I get for you? I’ll have one of those.”

The brand is so effective that when I touch that bottle, my heart rate falls. They have learned and taught me that it’s all about that beach. And it’s not even something conscious, what they’ve done is they’ve turned their brand into a feeling. Lady Gaga, same thing, she is all about mocking the cult of celebrity is what she does and is what makes her such a huge international star. So in essence what we’re doing, what the huge international brands are doing, is they are holding up a mirror. And this is the job of a great emotional brand. I am like you, we share values, you and I have a similar vantage point on the world. And this is what makes the most powerful advertising in the world move us so deeply.

“Hi. New from the Bud Light Institute, a unique line of greeting cards that are perfect for any occasion like: I didn’t want to wake you so I stayed away a weekend, let’s make February 15 our Valentine’s Day, I meant “Phat” with a “Ph” like the kids say, and the ever popular happy belated anniversary. Remember it’s easier to beg forgiveness, thank you, than to ask permission.”

Great ad isn’t it great at. You get a nice chuckle from it, but why exactly did they do that ad? Well what you’ll find is if you watch enough beer commercials, is it’s about guys not being controlled by their wives. And this is a theme that you’ll find over and over again, no woman controls me I’m an independent man. And again it’s holding up that mirror, it’s how he wants to feel about himself. And beer has nothing to do with your marriage, in fact it probably makes it worse. But what they do a great job of is showing that you are in a pending guy just like we are and we share that value. So these are what we call core emotions, and every year we catalogue thousands of ads and tag them by emotional drivers, all the different things that are in there. So let me show you an example of this. Let’s say that you want to sell a middle-age man insurance. Well what are the best ways to do that? We look to thousands of insurance ads and we’ve come up with the emotions that resonate most deeply with men. And here’s the list. The number one way for you to sell a man insurance is to frighten him.

“Will the defendants please rise. In the case of Johnson versus Litman, this Court finds in favor of the plaintiff in the amount of $100,000 for vehicular negligence. I’m sorry. Hey Bob, will begin the collection as soon as the papers are finalized, their insurance may only cover part of the judgment. You know they have savings, stocks, money for his college, we’ll find it. Can he do that? Yes, he can. The right liability coverage, and they wouldn’t be in the situation. In Allstate agent can help, are you in good hands?”

Why did they even let you have children? I cannot believe that you would be so incredibly irresponsible to do that. The greatest shame of a father is what they got going on here. And what they’re doing is they’re finding the thing that they feel about themselves. What happens though, with most insurance companies, is we miss this. What we end up doing is we get so incredibly feeling great about our own product that we don’t come back to the specific feeling that he wants to feel about himself, and the ads end up droning on about things that the customer doesn’t care about all.

“Listening to you is how we save you money at nationwide insurance. My name is Sandy Garza and I am on your side, only nationwide gives you an on your side review. You tell us about your life and your insurance. Sometimes you don’t have enough coverage, or you may have too much, we’ll let you know.”

So what is she selling me? She’s selling the office bureaucracy is what she’s doing. She’s going through the process that the customer doesn’t care out cause she is been so incredibly enamored with her own product. And this is what most companies miss, we are so, we think our product is so incredibly special that we can’t believe that the rest of the world doesn’t think it as well.[/vc_column_text][stm_post_comments][/vc_column][vc_column width=”1/4″][stm_sidebar sidebar=”1162″][/vc_column][/vc_row]

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