Like Beer? Looking for the best beer? Good news! There are apparently many companies making exactly the product that you’re looking for!
Here’s what they say about themselves:
- The King of Beers
- Lager Beer at its Best
- The Beer so Good it’s Bad
- The Champagne of Bottled Beers
- It Doesn’t Get Any Better than This
- Taste as great as it’s name
- Probably the best beer in the world
- The One and Only
- Reach for Greatness
- Spot the Difference
- Miles from Ordinary
- It’s a bit gorgeous
- Spot On
- America’s World Class Beer
Notice a trend? If you want good, great, world class, different, or beautiful beer then we’ve got you covered.
Let’s do a quick reversal on the taglines to see if any of them speak to a specialty rather than an empty boast. (I discussed this strategy in another tagline post a while back.)
The Pawn of Beers / The Queen of Beers
Lager Beer at its Worst
The Beer so Bad it’s Good
The Thunderbird of Bottled Beers
It Doesn’t Get Any Worse than This
Taste as bad as it’s name
Probably the Worst beer in the world
The Entirely Average
Reach for Mediocrity
Spot the Sameness
Miles from Different
It’s a bit ugly
Misses the Mark
America’s Unremarkable Beer
I’m not seeing anything here that would still appeal to me – meaning that the original taglines are probably viewed as empty boasts.
There are many many many more beer taglines out there – I’ve just chosen a few that focus on quality to prove a point. If you focus on quality in your tagline you’re going to have a very hard time standing out from the competition. Budweiser found a unique way to show quality by associating itself with royalty. They own “King” the way Volvo owns the idea of safe cars. People may try to copy the strategy, but they’ll inevitably get knocked back to some other message.
Here’s the list of brand names and taglines combined – How many did you get right?
- The King of Beers – Budweiser
- Lager Beer at its Best – Heineken
- The Beer so Good it’s Bad – Bad Frog
- The Champagne of Bottled Beers – Miller
- It Doesn’t Get Any Better than This – Old Milwaukee
- Taste as great as it’s name – Old Milwaukee
- Probably the best beer in the world – Carlsberg
- The One and Only – Newcastle Brown
- Reach for Greatness – Bass
- Spot the Difference – Sagres (Portugal)
- Miles from Ordinary – Corona (Mexico)
- It’s a bit gorgeous – Boddingtons
- Spot On – Carling
- America’s World Class Beer – Samuel Adams
I can proudly claim Bud, Miller, and almost Old Milwaukee (I thought it was Milwaukee’s Best.) Note that Bud and Miller at least tried to claim quality in a way that wasn’t ordinary – establishing rank or associating it with another product. Most of the rest make the empty and completely subjective claim of greatness without giving you any real identity to latch on to.
Today’s lesson in a nutshell: If you’re not Tony the Tiger or the the fighter Ali, then discussing the greatness of your product is likely to get you nowhere. Find a new way to show why you’re worth a try.
Stokefire Consulting Group