What Christian Radio Can Learn From Budweiser
June 17, 2016
by John Frost, Goodratings Strategic Service
What in the name of Amerigo Vespucci is going on?
Anheuser-Busch has rebranded Budweiser as "America" until election day in November. (That it was birthed in and named for Budweis, Germany and owned by a Belgium-Brazilian brew crew is not lost on us wise guys!)
"America is in Your Hands."
In the first 48 hours after the announcement of the campaign, Budweiser amassed more than 1 billion impressions on news and social media. That's Super Bowl level buzz in the advertising world, don't 'cha know.
So what does Budweiser's rebranding as "America" have to do with malted barley, wheat, and hops, the mere ingredients in beer? Let's ask a different way. What does Christian radio's branding have to do with songs you don't know by artists you've never heard of, the mix of music, or how many minutes without commercials?
"The campaign is resonating with consumers because the timing is right - from the Olympics and Copa América to the U.S. presidential race, celebrations of patriotism will be at an all-time high this summer," said the press release.
Budweiser's big idea is manufactured out of a Madison Avenue advertising agency. Our format's big idea is authentic, a direct result of why we exist.
These are perilous times in American history. Both leading presidential candidates have historically high unfavorable ratings. As I write this another mass shooting has taken place on American soil in my adopted hometown of Orlando, Florida. It's easy to be discouraged.
Maybe Christian radio can learn something from Budweiser. Perhaps our format can also transcend the mere individual ingredients of our product. Perhaps we can stand for the bigger ideals-hope, encouragement, being a good neighbor, reaching out a hand to help those in need-and help shine a light into a seemingly ever growing dark world.