Bud Light’s latest advertising campaign featuring Kansas City Chiefs star Travis Kelce has faced criticism, with some branding it as a desperate attempt to win back customers, Your Content has learned.
The embattled beer giant released a 15-second spot on Sunday, showcasing Kelce and several other men aggressively grunting and cracking open Bud Light cans.
This new advertisement represents a significant shift in marketing strategy following the backlash from the company’s previous collaboration with trans star Dylan Mulvaney, which had a detrimental impact on the brand’s financial performance.
However, the new effort has struggled to gain traction, receiving only 2,500 views on YouTube within 24 hours of its release.
Titled ‘Backyard Grunts with Travis Kelce‘, the new advert seems to be an endeavor to reconnect with male drinkers who were put off by the brand’s recent marketing choices.
The ad depicts Kelce attending a BBQ with other men, humorously grunting as they leisurely recline and enjoy their beers.
While the video received mixed reviews, many viewers remain unconvinced that this about-face from the company is sufficient to win them back.
One viewer expressed, “Sorry there Bud. The only thing that would be close to bringing your base customers back is an unconditional apology and a renounce of woke culture!” Another added, “Nice try but no dice.”
Kelce’s appearance in the advert also faced backlash, with one commenter accusing him of being a ‘sell-out’ and vowing to boycott Anheuser Busch products.
This new promotion comes several months after parent-company Anheuser Busch faced criticism for a separate patriotic ad for Budweiser.
The one-minute spot showcased the brand’s iconic Clydesdale horses galloping across the country, presenting Budweiser as a story bigger than beer, representing the American spirit.
This approach aimed to appeal to blue-collar American workers, in contrast to Bud Light’s ill-fated partnership with Dylan Mulvaney, which resulted in substantial financial losses and a decline in sales.
The fallout from the collaboration with Mulvaney saw Bud Light losing its position as America’s number one beer brand, and in some stores, the beer is now being sold for cheaper than water, as retailers report a 50 percent drop in sales.
Bud Light has faced months of backlash and a financially-devastating boycott since the launch of their collaboration with Dylan Mulvaney.
The company suffered a $20 billion loss in market cap due to the fallout from the controversy.
Mulvaney recently broke her silence, criticizing the company for failing to publicly support her amidst the online abuse she faced.
Addressing her 1.8 million followers, she expressed her disappointment, stating, “For a company to hire a trans person and then not publicly stand by them is worse than not hiring a trans person at all. Because it gives customers permission to be as transphobic and as hateful as they want.”
She further shared her personal experiences of public ridicule, being followed, and feeling isolated as a result of the controversy, according to DailyMail.