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Okay well with unemployment at 26 year high and and stable housing market consumer confidence at its lowest level in seven months.
The fight for your dollars has never been more brutal among company the battle however is leading some companies the push the nobilo -- order to grab the consumer's attention.
The dilemma facing ad agencies and marketing departments do provocative photos free beer getaways and -- to fix the body parts actually sell products.
-- now is Marc Racicot founder and president.
All brand keys Robert good to see things through much let's talk about Budweiser first that basically giving away prize free beer -- their thinking is are you got a day where.
If you're 21 -- over -- bars and whatnot you can have a free either anywhere from a six to twelve ounce Budweiser.
Because they walk -- with a taste it again try it again you'll like it and you'll start buying it what will this work.
That's why I did an excellent -- I wanna work.
You're a lot of trouble you've spent this much money as they have advertising.
And you actually have to give way.
The difficulty is these days that you need some form of engagement.
And the truth is -- -- -- would be honest about it that there's nothing wrong with the pride dignity and distribution pricing in this case that means you can.
But the product is the product what's happened is it's lost -- Essentially what Budweiser has become is not a brand but it category please hold occupies a place on the shelf.
People know it every beer drinker in the world this -- was.
So speaking engagement this -- at let's pop it up -- so folks can see it again I mean it's quite provocative is this -- Sell bottles of -- but that's actually probably is -- -- what's the difference between this in the -- okay.
-- is one of the categories that has moved away from.
Country of origin and to purim entry.
And whatever they can slap -- on billboards I mean that's that's exactly.
The way they categories driven and people engage with it.
-- it's different.
Beer there has to be some sort of a personal meaning.
To the beer itself and that's why a lot of the microbreweries who were able to be.
Many things to different.
Well you know you look the way we say do it right is who engages and when the runner and ahead to something -- I mean probably my gold standard.
The two gold standards that I have all our Apple Newton apple goes right.
And -- we were.
Ralph Lauren has created the image it's consistent it sells product.
You look at the insurance category.
Has created a marvelous character of immunity talk about insurance being one of the most poor people categories in the world and Reggie and yet.
They have created these levels of engagement with this character who has this need balance of I'm really gets something in good -- at a good price and I'm very cool I'd rather be able thank you so much sir thank you -- pass a golf I was gonna chat with him.
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