In an effort to rejuvenate its struggling brand, Bud Light is introducing an innovative marketing campaign designed to overcome recent challenges, Your Content has learned.
The renowned beer company faced a wave of negative attention and plummeting sales after featuring transgender influencer Dylan Mulvaney in a promotional campaign, triggering backlash from right-wing media and anti-trans commenters.
The insufficient response from Bud Light further aggravated LGBTQ+ advocates, leading to a sharp decline in sales and even violent threats against employees.
Hoping to win back customers, Bud Light has unveiled a captivating 60-second advertisement, accompanied by the iconic 1979 disco track “Good Times” by Chic.
The commercial portrays individuals relishing Bud Light despite facing common summertime inconveniences, such as sunburn or sudden thunderstorms during cookouts.
In an effort to maintain a positive environment, comments have been disabled on the YouTube upload of the ad.
The brand will also feature NFL players like Travis Kelce and Dak Prescott in upcoming ads, set to be released in the coming weeks.
To further enhance the summer experience, Bud Light is offering a weekly $10,000 giveaway to consumers, enabling them to enjoy and stock up for unforgettable backyard parties, as outlined in a press release.
This latest advertisement is a continuation of Bud Light’s “Easy to Drink, Easy to Enjoy” campaign, which made its debut during this year’s Super Bowl.
The initial commercial aimed to introduce a fresh perspective and breathe new life into the 41-year-old brand, catering to younger drinkers.
However, the controversy surrounding the customized can sent to Mulvaney triggered a transphobic backlash from conservative circles. Consequently, Bud Light’s vice president of marketing, Alissa Heinerscheid, was placed on leave, and Todd Allen, former vice president of global marketing at Budweiser, assumed leadership of Bud Light’s marketing division.
Anheuser-Busch InBev CEO Brendan Whitworth responded to the issue without mentioning specific details, emphasizing the company’s commitment to bringing people together over a beer.
Marcel Marcondes, A-B’s global chief marketing officer, addressed the controversy during the Cannes Lions International Festival of Creativity, highlighting the importance of humility and understanding in the face of divisive debates.
Despite recent setbacks, Bud Light remains the country’s top-selling beer year-to-date, although it was dethroned by Mexican lager Modelo Especial as America’s top-selling beer in May. Recent data from NIQ provided to consulting firm Bump Williams indicates a significant 24% decline in Bud Light sales for the four weeks ending June 3.
With the launch of this new marketing campaign, Bud Light is determined to reverse its downward sales trend and recapture its position as a leading beer brand, according to CNN.