Bud Light’s new marketing campaign shouldn’t fool consumers
Christopher Tremoglie
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Anyone who watches football on Saturdays and Sundays has probably seen some of Bud Light’s new commercials. And then last week, during an off day, Taylor Swift’s boyfriend and Kansas City Chiefs tight end Travis Kelce was seen watching a game with his brother in a suite while both were drinking Bud Light.
The football stars’ alcoholic beverage of choice on camera might have been a coincidence. However, it’s part of Bud Light’s attempt to win back consumers — and consumers shouldn’t fall for it.
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Bud Light’s disastrous decision to focus a marketing campaign around Dylan Mulvaney, a man pretending to be a woman, is well known. Anheuser-Busch, Bud Light’s parent company, suffered significant financial losses as consumer outrage led to a boycott.
The beer company was left with no choice but to try and turn to its roots in marketing and appeal to the everyday consumer and target NFL audiences, a considerable part of the beer consumption demographic. Bud Light wants to sweep the Mulvaney controversy under the metaphorical rug, but NFL audiences shouldn’t be so quick to forgive.
As of July 2023, Anheuser-Busch lost $27 billion in market value and announced it would lay off 350 employees, according to reports. In August, Bud Light’s sales had plummeted 26.8%. By October, Bud Light’s stock had fallen to its lowest value since April when the Mulvaney controversy began, the Hill reported.
Mulvaney was chosen for a marketing campaign because certain executives at Bud Light wanted to normalize people like him. They are not necessarily concerned with the people of 2023 accepting it. Still, they know if they keep chipping away at the cultural block, it will eventually change, and future generations won’t consider it odd. Then, when the next big opportunity comes to market some other radical left-wing value or promote such propaganda, the company will make adjustments, adapt, and once again repeat the entire process.
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The country is in the midst of a culture war. Bud Light chose sides but only reversed course when they realized it would cost them millions. Consumers shouldn’t be so forgiving and rush back to Bud Light.
If so, marketing executives who embrace radical, toxic, left-wing political ideologies will know they can get away with trying to redefine and reshape the culture, just as long as they wait it out. Consumers can hold the line and assert that such things are unacceptable. Hopefully, they don’t blow it.