Anheuser-Busch is eating drinking their own words. During the Super Bowl last month they advertised they are launching a new beer called Bud Select. The slogan or tagline for it was “No aftertaste”.

Well, after paying $2 Million for that ad, they realized that “No aftertaste” actually has a negative connotation to their other products! It’s like all of a sudden they are admitting that their other beers have an aftertaste that is unpleasant.

Oops.

A week after nationally launching Bud Select, Anheuser-Busch is substituting the “No aftertaste” message (that bowed in the brew’s debut during the Super Bowl) with “Crisp taste that finishes clean.” The switch is a response to distributor concerns that “No aftertaste” had a negative connotation that could rub off on other A-B brews and handicap efforts in the battle against spirits to win new 21-27-year old drinkers. “This product attribute sets Budweiser Select apart from competition and will continue to be a key component of our marketing efforts,” said a company rep

This is a good lesson as you consider how you want to market what you’re doing to your audience. Be careful not to imply something negative about other offerings you have.

I know because the Brandweek Newsletter told me so.