Your ads suck. Please fire your agency. I will never drink your beer again because your ads are completely lame. Please read my post about agencies being spent for ideas and therefore using a “behind the scenes” approach to creating an ad. It sucks, I don’t buy it and I’m not going to think you’re hip as a result of the ads.
Just so you don’t think I’m a cynical prick, I’ll give you some advice:
1. Try finding people who actually like your beer and appeal to them. Miller High Life does a pretty good job of defining their place in the market and creating ads based on the “High Life”. You might want to watch those spots and figure out that you’re not Bud Light or even in a position to be a competitor in that space.
2. Trying to do “edgy” isn’t your thing and you need to reposition your brand. In fact, when I was a 20 something my friend’s dad called your brand “Ohio piss beer”. Ouch.
3. Your brand was severely damaged with the Rock Light brand. In fact, it’s the worse beer I’ve tried next to Josef Hofbauer Light. Time for damage control.
Want to know how to grow your brand? Try engaging enthusiasts. Word has it that Kid Rock insisted on having Pabst Blue Ribbon on his rider. Find the people who love your brand and engage them. I guarantee you’ll have better results than an ad agency that doesn’t get it trying to do “hip”.