You would have to be very crusty not to be moved by Budweiser's magnificent Clydesdales trotting through the snow with a perfect Christmas tree in tow. Of course, beer is beer, but what about when you add snow, a tree, a home, and eight 2,000-pound, chestnut-colored Clydesdales?
Now that’s a TV commercial.
Budweiser pulled out all the stops to appeal to viewers’ emotions; as a result, it created a magical story. It’s a story everyone can relate to on some level — regardless of your personal experience with sleighs and fantastic magical Clydesdales. It’s a classic example of appealing to emotion rather than reason to connect with customers, and it’s a marketing strategy as old as time.
But Budweiser is hardly alone in using family, scenery, sound, storytelling, and music to nurture nostalgia, especially during the holiday season. And because food is at the heart of so many family traditions, it only makes sense that food brands are the heavyweight contenders in the holiday marketing space.
The good news is that Budweiser doesn’t have a lock on emotional connection; it just does it very well. Any brand can appeal to your sense of emotion, and storytelling can be the doorway to the soul.