Funny ad, not funny website

This is a funny ad for a beer. It speaks to a nice moment that guys can relate to; which is that sometimes talk a lot. Especially in the dating process. These ads are targeted to an older demographic, the men are a little older, and they are asking the men to switch to a beer that is brewed differently.



Notice that they don't talk about taste, they don't talk about how the 'brewed differently' will make it taste good. They use a funny site gag to reinforce the message they are trying to communicate. Interestingly, it's not a new message. All beers are "brewed differently". Bud brews it's beer different from Coors. However, there's nothing wrong with an advertiser trying to own something everyone else does. If you tell people you brew differently, they might think about your brand differently. And I would presume that this beer is a premium beer, so throwing in the brewed differently sets up the reason for the premium. All good stuff so far.

Except, when you go to the web site. There is nothing going on there. They could at least post the youtube ads on the website. Or talk some more about how men are brewed different. They do talk about the brewing process, but you can tell the tone is different:

"Red Tail Ale is an amber ale brewed in a traditional Old World Manner using premium two-row malted barley, hops, our own special proprietary yeast strain and pure water. Red Tail Ale's recipe calls for generous amounts of Pale and Caramel malt balanced by whole Cascade and Cluster hops, this makes it the substantial, full-bodied amber ale that has over the years become THE LEGEND."

It's missing the clever tone of the ads. Which means, of course, that Mendocino speaks differently to people, depending on their market. And that isn't the boldest strategy. So, thumbs up for the ad, thumbs down for the way it plays out.