I have some free marketing advice for the good people over at Buffalo Wild Wings.
Don’t do this:
I get what they were trying to do, but this video is sure to leave a bad taste in the mouths of home brewers (insert joke about awful chicken wings here). I will admit the commercial is pretty funny, but it definitely alienates anyone who has an interest in home brewing (and, by extension, craft beer in general). It brings to mind the “Bitter Beer Face” ads from Keystone Light from back in the day. The BW3′s ad, like the “Bitter Beer Face” ads, pokes fun at a niche group of beer drinkers in order to appeal to a broader audience. On one hand it’s light hearted and fun, but on the other hand it’s a bit of an insult. The commercial also serves to coddle the relationship between the big breweries and the restaurant chain. What better way to prove your loyalty to the big guys than to insult the little guys?
There’s also a chance that someone who has never had a home brewed beer may be turned off from ever trying one because of this commercial. We all know the home brewer stereotype – working in meth labs, producing beers that can kill you, making nasty swill, etc. This commercial serves to promote this stereotype, which is unfortunate.
There’s already plenty of negative feedback. The “thumbs down” greatly outweigh the “thumbs up” on YouTube, and plenty of people have commented on the poor taste of the commercial (insert another awful chicken wing joke here). As to whether or not the company is going to release an official reaction to the negative feedback, only time will tell.
What do you think about the commercial? Is it harmless fun, or is it hurting the perception of home brewing?