Complete Unit 5.docx - Complete Unit 5 NBB seemed to...

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Complete Unit 5 NBB seemed to agonize over the use of the word “folly” in its advertising campaign. What do you make of the company’s struggle with this decision? Also, how do you personally feel about their use of the word? One can see where a tagline using folly showed buying their beer may be a foolish idea. As one may look up the meaning of folly in the dictionary, the word means a lack of good sense or normal prudence (Merriam-Webster, 2017). Although, NBB has a fun loving atmospheric group of consumers the word “folly” could be misconstrued by potential new consumers (Ferrell and Hartline, 2014). However, at the same time, I do not believe that the tagline will deter people from trying and buying the brand. The use of a new tagline consists of three audacious words that show a profound understanding of then consumer (Walsh, 2016). Folly is a salute to a new generation of the millennial age group that is at odds with the predictable career track – people who follow a thirst even if it seems crazy to everyone else (Walsh, 2016). New Belgium emphasizes its “having fun” company value with the motto “Follow your Folly, Ours Is Beer.” Presented in many of its messages (Castles, Bailey, LaHave, & Johnson, 2009). Greg Owsley was hired as marketing director in 1996, New Belgium Brewery developed engaging contests like “What’s Your Folly?” to invite consumers to pitch their Beer to win immortal fame on an NBB postcard and coaster (Ferrell and Hartline, 2014). The NBB team reacted positively to the presentation of the ad campaign with the exception of the suggested tagline “Follow Your Folly … Ours Is Beer.” The word folly can best be defined as the lack of good sense/judgement or foolishness. People suggested that folly had too negative a connotation or undermined the skills it took to produce such consistently high quality beers (Ferrell and Hartline, 2014). It was believed by consumers that following one’s folly alluded to the ideal of nontraditional happenings (Ferrell and Hartline, 2014). New Belgium used the word folly as a theme in its advertising campaign to position itself among those who follow the traditional route of existing within a capitalist economy but still have artistic features and desires (Ferrell and Hartline, 2014). I feel that their use of the word was correct in advertising their products by speaking to society in terms of following one’s own passion and inner desires. In my opinion, the tagline says be yourself, do not conform, have fun, and be original, in my day I believe it was be young be foolish and be happy by the TAMS in 1968 (Cobb, & Whitley,1968). NBB’s message was an explanation of the type of company they are and what type of beer they brewed. This advertising campaign shows that the company knows that its beer has to be about fun and its brand has to have a unique personality (Ferrell and Hartline, 2014).
References: Merriam-Webster. (2017). Definition of Folly. Retrieved May 21, 2017, from Ferrell, O. C., & Hartline, M. D. (2014). Marketing Strategy: Text and Cases (6th ed.). Mason, OH: South-Western/Cengage

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