Rolling Rock’s Gone Ape


When Bud and MGD are bigger sellers and can afford the high price of TV spots, what is a small higher-quality brewery to do? With excessive competition in the funny, original beer ads category, Rolling Rock’s answer was to cause controversy.

Last week, Rolling Rock posted this funny, bikini-clad advert for Rolling Rock on the web. To get consumers looking for the ape spot, the brewing company also started to run an ad on TV that pretended the ape spot had created controversy.

My personal qualm: The web ad isn’t nearly provocative enough to be pulled from television. I feel like people who go to the web looking for this ad will feel gypped, by its friendly and not even mildly offensive nature.

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