Christmas is over, and for the first time in 30 years something was not part of your holiday.  Did you miss it?

If you’re wondering what was not included in this year’s holiday tradition, the answer is the iconic Budweiser ad with the beautiful Clydesdales pulling the wagon through the snow.  

In their attempt to reach a younger demographic, Budweiser opted instead to have JZ and zombies promote their beer this holiday.  I don’t know if rappers or aliens have any more impact on purchasing, but I would bet that they don’t have the same staying power as the majestic horses.

I know we have wrestled with similar situations when considering our marketing plan.  How long do you continue to do something that doesn’t have an instant return?  If you pull something after a cycle, it could be the timing rather than the message.  If you continue for too long you’re crazy, but you could be equally foolish for changing things too often.

Apparently, I wasn’t the only ones sad to see the Clydesdales go.  Budweiser promises they will return for the Super Bowl after an outcry on social media.  I’ll bet they got more impact from pulling the holiday ad than they would have received had they run it.  

Maybe the trick is to stop doing something and see if anyone misses it!

— beth triplett
leadershipdots.blogspot.com
@leadershipdots
leadershipdots@gmail.com

Source:  Budweiser’s Clydesdales get the holiday heave-ho by Matthew Diebel, USA Today, November 24, 2014

Watch some of the famous commercials with the Clydesdales at:
http://www.usatoday.com/story/money/business/2014/11/24/budweiser-clydesdales-to-be-put-out-to-pasture-for-the-holidays/19492009/

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