Beer Poster Trend on TikTok Shows Why Marketers Should Pay Attention

Models in bikinis reminding you to "Find Your Beach" and "Get Some Summer" were once the staple of beer campaigns, but brands like Budweiser, Miller Lite and Heineken have recently diversified their outreach to attract more than just the male gaze. While the brewers themselves may be moving past sexualized marketing, TikTok users are giving those vintage bikini-clad beer posters that decorate frat houses a modern twist. Women are editing logos onto their beach photos, creating their own personalized ads and sharing their end products on the platform under the hashtag #beerposter, which has nearly 400 million views per TikTok's count. https://www.tiktok.com/@megbosh528/video/6977483842739293445?_d=secCgYIASAHKAESMgow4l0mseIcs8PH6Az4Y6KpdkKKnWHJhw07BqsM4TLdyAvtm5MJhrFrW1zCPXb%2FAQTPGgA%3D&checksum=ec9a195b999b3618edf6f9dab9c12a76f31d4d8f2e65204499ba4b5b103d1e1c&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAtpBA7rMHdj6cUclcX0vLAERHVyhQ3dOw2ET3u17cEVH-DhhlpR9h_EoWgUwUJ-_D&share_app_id=1233&share_item_id=6977483842739293445&share_link_id=FD0494DE-B8A5-423F-B40A-2556F583693B&source=h5_m&timestamp=1625062470&tt_from=copy&u_code=dbe9j1fk1a821f&user_id=6807280103392003077&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1 While the trend started with beer, users have also expanded into spirits like Fireball and Pink Whitney, as well as Starbucks and Monster Energy. Heineken and Molson Coors declined to comment, but Anheuser-Busch shared it is "flattered" to see its brands are part of the trend. "While we may not advertise on the platform, it’s great to see that we’re still showing up in a way that is people-first and relevant," Daniel Blake, group vp of Budweiser and value brands, told Adweek. https://www.tiktok.com/@jadenalexisss/video/6977064167899548934?_d=secCgYIASAHKAESMgown%2BmbwHrekc0KPKtBwMMQ1x%2F6IToEyPn1riJaPdlX0lmPBFOlGPVxaaTFC1wIMtCZGgA%3D&checksum=b8e84e344344caad72ddadbe67dff5b5729d56e05ef52c1bb7a2dbbfef7c3cda&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAA6PiPLNSRwUpDPQPOLUlu_f5ItGAI-mH4aIZPvAWGEEzNY7-XXaDdEDoLv7X_XiSZ&share_app_id=1233&share_item_id=6977064167899548934&share_link_id=D21D91BD-D190-4061-9255-F105122956A0&source=h5_m&timestamp=1625066998&tt_from=copy&u_code=d4fffa5me12mjm&user_id=6655072567710187525&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1 These brewing companies are not staying away from TikTok because they want to—alcohol marketing is banned from the app. According to TikTok director of communications Laura Perez, any content that doesn't directly promote the consumption or sale of alcohol is free rein, which means users can crop their bikini shots onto branded backgrounds as much as they please. While brands are prohibited from directly engaging with fans on the platform, marketing analysts describe the trend as a golden opportunity for mainstream beer giants, which are at risk of losing relevance among Gen Z to smaller craft brands. Nora Birch, creative strategist at Gen Z agency Carson+Doyle, views this trend as an opportunity for beer brands to shed their image as a masculine beverage and impress a younger generation and new consumer base. "If they just sit back and watch, they’ll be viewed as boomer brands that don’t understand what’s going on within their sphere,” she said. Maintaining cultural relevance Mainstream beer brands have a history of exclusively targeting men in their marketing campaigns, which has implications beyond wasted ad spend. For brands that are much more comfortable rolling out dad-sneaker-themed koozies for Father's Day than engaging with Gen Z women on social media, monitoring this trend is an opportunity to learn something, according to Sandra Habib, strategy director at branding company Siegel + Gale. "This is the heyday Renaissance for these huge alcohol brands," she said. "Millennials and younger generations are more and more into local and craft beer. We've also transitioned from an era of one stream of communication with customers and TikTok has launched this creative interaction economy." Using TikTok to rethink business While Habib doesn't think brands need to directly engage with every viral moment on social media, they should definitely pay close attention to what Gen Z is doing on TikTok and view trends as more than just a series of meaningless fads. Brands that regularly advertise on the app, like Dunkin' and Target, have yet to interact with the posters, for example. "They're getting so much free market research, because all of these Gen Zers are showing them how they want that advertising to be portrayed for today,” said Habib, adding a trend is a chance to reinvigorate brands with younger generations using new experiences or collaborations. https://www.tiktok.com/@bdub195/video/6977556703369825542?_d=secCgYIASAHKAESMgowSDsOJD7Fa7FoFsW%2BjSyJl4RAdhL6kGojh6IB2fMSReHpDwVxcLMt6oUTHlAIOww%2BGgA%3D&checksum=d21c346e5d2b0f170b28787c79183dd52c91b4481ebe6b144a842a7b23d785c9&language=en&preview_pb=0&sec_user_id=MS4wLjABAAAAtpBA7rMHdj6cUclcX0vLAERHVyhQ3dOw2ET3u17cEVH-DhhlpR9h_EoWgUwUJ-_D&share_app_id=1233&share_item_id=6977556703369825542&share_link_id=C70C6386-65E3-4707-B635-5C38670D1640&source=h5_m&timestamp=1625067452&tt_from=copy&u_code=dbe9j1fk1a821f&user_id=6807280103392003077&utm_campaign=client_share&utm_medium=ios&utm_source=copy&_r=1 If beer brands decide to get involved in a trend on a platform where they are permitted, Birch mentioned the “cross pollination” of content between TikTok and other social apps–-they must do so in a way that drives community over sales to keep the conversation going, according to Ty Kelly, business development director at Carson+Doyle. “If they just started funneling ad money towards this, they would be monetizing off an event that consumers were just having fun with,” said Kelly. “These brands could play into the beer poster trend on Instagram or Twitter in a fun way or work something in with their physical packaging or out-of-home marketing." A developing ad policy While TikTok’s advertising policy currently prohibits alcohol promotion, Perez stressed the platform is consistently re-evaluating its regulations to maintain a space that serves its changing demographic of users. The app only started testing ads two years ago, and launched its first ad product, TikTok For Business, last year. Snapchat also has a complicated alcohol restriction history, with Bud Light being the first brand to test out its age-gated ads in 2015. "As we see our community and advertisers' interest change, we are always looking at our ad policies and how we can adapt them to provide a good experience for users and for brands," said Perez. Seagram’s 7 Wants to Help Bar-Goers Rediscover Local Dives After a Long, Pandemic-Induced Absence

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This Viral Beer Poster Trend Shows Why Marketers Should Pay Attention to TikTok

Users are reimagining booze ads with their own beach photos and pasting logos throughout the platform

Emmy Liederman

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