Today I noticed in my social stream on Facebook that Budweiser was using ads to fight back against the accusations that they are watering down their beer.
This little advertisement popped up humorously takes a jab at the plaintiffs in a lawsuit by offering the possibility that they mistakenly tested one of the cans of water Anheuser-Busch has produced to meet the emergency needs during one of the recent crises like Hurricane Sandy (a practice that dates back to the San Francisco Earthquake of 1906):
Other than the ads BP blanketed the socialsphere with following the Deep Water Horizon disaster, I don’t think I’ve seen much of this practice by major corporations. I actually think it’s a smart and effective strategy (particularly in the budget department). It simultaneously addresses the lawsuit while reminding the public of its social good campaigns.
The only criticism I have of the ad as a public relations move is that it doesn’t send those who click on it to a page addressing the accusations, rather it goes to Budweiser’s main fan page (which likely won’t help address the crisis among people who aren’t familiar with it). There’s print on the ad that likely explains this, but it’s far too small to read in the tiny dimensions of a Facebook ad.