COLLIDER’S OBJECTION-HANDLING AD

We're big fans of brands that are comfortable sharing negative reviews and addressing them. (Especially as studies show that this approach can boost CTR by 27% and make people like and trust your brand more.) And Collider do a really good job of sharing something that's bold and hooky and then turning it into a strength. Nice one.

What we really love about this ad is that it pivots from being about price into being about quality. Collider clearly get that price isn't an objective truth (it's super emotional, actually) and that a AF beer that feels like beer is worth more than thin, fizzy hop water. It's also clear that they know that non-alcoholic drinks as a category has an image problem of being not great or like a compromise. And so by spending the whole ad talking about the botanicals, the small batches, the "one or two pint feeling", they're not just saying "there's a reason we're not cheap", they're also really cleverly undercutting that idea that AF beer is less than. It makes it seem worth the money *and* like a beer you want to try. Smart. So ask yourself: what's the pushback you always get? What's the snarky comment you always get in your comments? Can you turn this into an ad or a post? (Remember, +27% CTR if you do.)