Breakfast of Champions: Beer vs Cereal

With commoditized products how does a marketer develop a message that creates a sustainable relationship and a competitive advantage? The answer lies in a hot topic we've discussed this quarter: developing an authentic message that resonates with core customers. Authenticity isn't a new concept, but is gaining attention and importance in marketing. Joseph Pine from Ted.com explains it like this: "Authenticity is becoming the new consumer sensibility. The buying criteria for consumers to decide who they're going to buy from."

To illustrate this, let's see beer and cereal go head-to-head. What do these challengers have in common besides being the 'breakfast of champions?' Both face the challenge of differentiating themselves in very crowded markets. In the fight for consumer attention and loyalty, who will win the authenticity title?

Budweiser has connected with consumers through several knock-out (KO) campaigns such as the Budweiser Frogs and "Waasuup!" Its current campaign for Bud Light attempts to use a single word, Drinkability, to represent the essence of the brand and differentiate it from other light beer. Do consumers, especially Bud's core consumers, feel the same way? A one-word slogan can be a powerful move if it is the essence of your brand and your core competency. However, if it's something that can be copied by competitors or is a feature inherent in all products in your category, then the power is diluted. Compounding the problem is an unclear message that leaves consumers confused instead of connected. Saying your beverage has Drinkability is like saying this brand of cars is driveable or that brand of pizza is edible. Additionally, while Drinkability is featured prominently on the landing page for Budlight.com, once inside the site there is an array of different messages. In terms of authenticity, Pine would probably call Bud's new campaign a "real fake."

Kellogg's new campaign for Rice Krispies uses real families and shows how the product is part of everyday moments and childhood memories. While a commercial is a created/simulated experience, the authenticity comes from consumers internalizing the message by relating to the experience and drawing on their own personal memories with Rice Krispies. RiceKrispies.com continues to reinforce the message. Visitors can read about memories from other people and share their own and download recipes that can be used to create new memories. Additionally, the site has games to play with children and tips on cooking with children. The campaign hits hard with a clear, authentic, and consistent message reinforced by a Web site that provides relevant, value-add features that help consumers connect with and experience the brand. KO!

And the authenticity title goes to: cereal!

--Marina Molenda