SAINTS PRESERVE US
Bud Light Platinum
We hosted a birthday bash yesterday
evening. The guests were a dozen young men. This means that the slide guitar
blues of Elmore James on the stereo did not stand a chance against Kanye West
on the iPod; this means that the two pots of jambalaya we spent the morning
preparing were either consumed or splattered over the kitchen floor and walls.
It was a fun night.
In just two years I will qualify for the
seniors’ discount at IHOP. The evening was a reminder that I have become my
parents. It was also an opportunity for an adman in a grey Bruce Springsteen
hoodie to study the young male demographic up close.
When I was struggling to grow up in Montreal, fashion was a
pair of Levi’s and a denim or leather jacket. It was crucially important to me
to sartorially resemble Lou Reed or a member of The Clash. Anglophones smoked
Player’s cigarettes and drank Molson Export Ale from brown stubby bottles.
Francophones smoked Export A cigarettes and drank Labatt 50 Ale from brown stubby
bottles.
Last night’s informal Edmonton focus group revealed that current
fashion is consignment store chic coupled with expensive rag trade brands I
have never heard of nor would I be caught dead in – ass pockets shouldn’t be
halfway down the backs of your thighs. White belts are just plain wrong. Nobody
smoked, and that is both smart and good. What really intrigued me was the beer
that was marched through our front door: Bud Light Platinum.
As I continually bussed the den, the
kitchen, the dining room and the living room of empties I kept collecting blue
beer containers, oxymoronic aluminum bottles. It struck me kind of funny and
completely unnecessary that Bud Light would subtly re-brand itself as Platinum
merely because of its trendy, ‘newly innovative’ packaging. Then I glanced at
the appliqué type on one blue bottle and saw that Bud Light Platinum was
six-per-cent alcohol, binge brew. Counter-intuitively, the brand has
regurgitated its equity and consumer goodwill to become a lame anathema of itself.
Bud Light, like Diet Coke, was one of the
most innovative brand extensions ever. Both products created new and distinct
brands, separate from their parents, and entirely new categories on the shelves
of the marketplace. Bud Light has positioned itself as the lynchpin of the
penultimate threesome: guys, beer and sports. The overt message was always
clear: here’s a manly, low-alcohol beer and you need not feel like a sissy nor
a lightweight if you drink it. The covert message was equally so: here’s a manly,
low-alcohol beer and you can and probably should pound one or two more beyond
moderation and common sense during the big game.
Bud Light high-test swill. What the fuck!?
Disenchanted whistleblowers aside, no one, no
consumer or investor, really expects integrity to exude from the corporations
which foist the goods of mass production upon us all. However we should all
expect an iota of common sense from the top floor offices, the ones without the
long term view. Existing brands and other assets must not be cheaply
compromised and devalued for short term gain because next week last night’s
fickle guests may well decide that Pabst Blue Ribbon is hipper than Bud Light
Platinum.