“Buy our beer and we’ll donate $1 to charity.” The ultimate “doing well by doing good.” Many large beer brands see the marketing advantage of asking consumers to buy their product in return for the brand’s donation to charity. For example, since 2011, Corona has donated a portion of the purchase price to the Jimmy V Foundation to help raise money for cancer research and in six years Miller Beer has raised $175,000 through its Tap Into Change program by donating a portion of sales to organizations focusing on LGBTQ issues.
Posts by: Rob Laplaca
“Beer: The cause and solution to all of life’s problems.”
Mr. Homer J. Simpson would love the recent case of a Massachusetts craft beer company that has been trying in federal court to get the employment website Glassdoor to turn the taps off and take down negative reviews about the company. Craft Beer Stellar filed an amended complaint in the District of Massachusetts, which is now subject to a motion to dismiss filed on May 11. The claims, defenses and legal issues raised are exactly what you would expect in a fight over negative online reviews.
Today (March 29) is baseball’s opening day and beer and baseball are in the news. The New York Yankees appear to be in trouble for their new “Pinstripe Pilsner” which has an image of your favorite Yankee player in the foam. But those of you wanting to take a sip of Aaron Judge’s mug may have to wait, since MLB does not allow current players on beer advertising.
Beer has been linked with baseball for as long as baseball has existed. In fact, the original Cincinnati Redstockings left the National League in 1881 when its brewer-owner refused to sign a “no beer at the ballpark” pledge. Today, there are still calls to take the suds out of sports. But knowing the current do’s and don’ts of sports advertising will help you stay a-head of the game. (more…)
The #MeToo movement has produced constant headlines and has helped positively change corporate culture. Is it possible for its breadth to include beer ads? Sexist beer ads have traditionally been the norm. Give a scantily clad gal a beer bottle, have her hold it to the camera, give a seductive wink, and voilà, you’ve created a beer ad. You may laugh but take a look at the Miller “Service With a Smile” ad depicting a girl in a bathing suit working under a car. Or the Schlitz ad featuring a Playboy Playmate and its new “Tall Boy” can with the line, “Here’s to Big Cans!” Or perhaps the raunchiest ever, the Falstaff Beer ad with a pic of the can next to the girl, “Beer v. Girl. At least the beer cannot change its mind once you get its top off.” (more…)
Kayla Kraft (no known relation to the cheese people) found herself on a Natural Light coaster with a fake handlebar mustache drinking a beer under the heading “Every Natty Has a Story.” She apparently didn’t like that story and just sued Anheuser-Busch, the makers of Natural Light beer, for copyright infringement and invasion of privacy.
According to the complaint, in 2013 Kraft’s friend Kathyrn Belasco snapped the mustachioed photo of her using Kraft’s phone. Kraft then posted the photo on Facebook. Three years later, Belasco assigned all of her rights to the photo to Kraft.
News reports say that the photo was submitted to Natural Light’s Facebook page as part of the “Natty Rewards” contest run in 2014 by Anheuser-Busch where contestants were asked to submit a photo of themselves “acting natural.” (Unknown whether drinking beer with a fake mustache was Ms. Kraft’s natural state.) Rules are here. The Rules provide that photos submitted are the original work of the entrant and do not infringe upon anyone’s copyright or publicity rights. The Rules also grant Anheuser-Busch a license to use the photo in any and all media for any purpose. Basically, the Rules say everything that’s typical for a UGC contest.
The Complaint doesn’t mention the contest, but does allege that the photo has been used as part of Natural Light’s “Every Natty Has a Story” campaign without Kraft’s or Belasco’s consent. Anheuser-Busch has not yet answered the Complaint. (more…)