Bud Light: Drinkability??? Really??

Today I saw a television ad for Bud Light which promoted the beer as having "Drinkability".

Is this something to brag about? Drinkability? Basically, they want viewers to understand that their beverage is suitable and/or safe for drinking. This highlights the fact that Bud Light has a product feature shared with everything on the beverage isle. Is this an example of under-promise and over-perform?

Anheuser-Busch ads have long been the benchmark to which other companies could only aspire to achieve. Even AB must know this spot is a dog (no pun intended). They don't show the ad on their site, despite the slogan inclusion in the web address.

http://budlightdrinkability.com/index.html

You Tube: Bud Light Ad - http://www.youtube.com/watch?v=2GjLsSjgAcU

MAX is now BIGGER than ever!!!

I'm not sure if I'm onto something or on something, but if I'm on something it's ginseng and caffeine.

As I had alluded in my first posting, Pepsi is trading on our need to get the most possible out of a product, especially a caffeinated one. I suspected that Diet Pepsi Max has done some research on what will move the bottles and cans off the shelf. Based on the recent re-branding of DPM, it's clear that "diet" doesn't sell, because it's so small now that reading glasses are required just to see the word. Even the rising popularity of the Pepsi name isn't enough to drive sales for this product. Nope, it you want to sell product, you need to trade on the "MAX". Check out the pictures of the old and new design. Compare the can designs (above) which one do you think is the new design? I know... subtle like a freight train.