This Day On The Street
Continue to site right-arrow
ADVERTISEMENT
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Stocks Under $10 with 50-100% upside potential - 14 days FREE!

4 Memorable Product Gimmicks of 2011

Stocks in this article: BKC TAP BUD HTC

Bud Light's Writable Labels

Bud Light's Writable Labels
You didn't think Bud Light was about to get out-gimmicked by Coors, did you?

While Coors Light has built its brand around low temperatures, Anheuser-Busch (BUD) has always sought to position its flagship light beer as a uniquely social animal that brings people together and fuels endless good times. Just look at its dual slogans, "The sure sign of a good time" and the vaguer "Here we go." To that end, it's created a gimmick bottle of its own in the form of a label you can write on.

The label has a small section where you can scribble out messages by applying pressure with a key or coin. In the commercials, revelers are seen using the label to scribble out their names, phone numbers or, for some reason, a picture of a football. This is dubbed "the latest innovation in social networking." Another commercial has two bachelors inviting loads of beautiful women to their party by handing out bottles inscribed with their apartment number. In a press release announcing the bottle, the company explains that it "allows adult beer drinkers the unique opportunity to add their own personal touch to the bottle."

Now, we don't really have a gripe with the company giving drinkers the chance to let their creativity run free. And we can kind of understand why it would be useful to scratch your name on the bottle if everyone at the party is drinking Bud Light and you want to remember which one is yours. But the other applications seem pretty limited. Are people really going to start sharing phone numbers at bars by writing on each other's bottles of Bud? You can't exactly stick an empty bottle of beer in your wallet, and it's a lot easier to just tell the other person your number so they can put it in their phone. Oh, and if you find yourself drawing pictures of footballs on your bottle of beer, you're probably not at a very fun party.

Agata Kaczanowska, a beverage industry analyst with market research firm IBISWorld, says there's a simple reason why light beers such as Coors Light and Bud Light tend to use this sort of gimmicky packaging.

" Light beer is really the most homogenous product that the beer industry has," she says. "They don't differ much in price or taste and they have very similar brewing processes, so they're creating a way to differentiate their product and associate the brand with fun."

The good news is that Anheuser-Busch has (for the moment) turned its attention to improving the product inside the bottle rather than the bottle itself with Bud Light Platinum, but who knows if it will be anything special.

4 of 5

Check Out Our Best Services for Investors

Action Alerts PLUS

Jim Cramer and Stephanie Link reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

Jim Cramer's protégé, David Peltier, uncovers low dollar stocks with extraordinary upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
Try it NOW
Try it NOW
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

Jim Cramer's protégé, David Peltier, identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!

Markets

DOW 17,672.60 -141.38 -0.79%
S&P 500 2,051.82 -11.33 -0.55%
NASDAQ 4,757.8790 +7.4820 0.16%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs