Can better ads help reverse decline of light beers?

09/16/2013 | Advertising Age (tiered subscription model)

Sales of the top domestic light beers continue to fall as the market shifts to spirits and craft beers, and ads from Anheuser-Busch InBev and MillerCoors may not be helping, observers say. The big brewers have relied too much on crude humor and have overtested their ads, leading to few breakthroughs and little innovation, said Bob Lachky, a former chief creative officer at Anheuser-Busch. Only Dos Equis' "Most Interesting Man in the World" campaign has reached star status lately, writes E.J. Schultz.

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