Coca-Cola in 2014 ran a commercial that featured “America the Beautiful” sung in a variety of different languages. Simply put, there are more people of color and a bigger LGBTQ population in the U.S., and companies are eager to cultivate ties to them - and their wallets. But more American marketers are refining their pitches as the nation’s demographics shift, and their new promotions are often seized upon by a polarized U.S. To be sure, no corporation sets out to offend its customers. Target and Kohl’s spurred calls for boycotts after offering Pride Month-themed clothing. Heinerscheid was placed on leave, along with a superior.īud Light’s Allen says sales have begun to stabilize, with “positive momentum” in states making up 47% of the beverage’s sales volume.Ī number of prominent marketers have generated pushback recently by reaching out to new demographics, only to find older ones upset by their efforts. retail stores, according to an analysis of Nielsen data by Bump Williams, an industry consultant. Boycotts typically fizzle out, but by the second week of May, sales volume for Bud Light was off more than 28% compared with the same period last year in U.S. The company sent personalized cans of Bud Light were sent to various influencers, including Mulvaney. The emphasis was on portraying Bud Light as an easy-to-drink beer - one of the original sales points behind the brew when it was introduced in 1982.īy April, however, scrutiny was growing. She unveiled a Super Bowl commercial that tamped down some of the frat-boy humor for which Bud Light has long been known and instead featured Miles and Keleigh Teller having a drink while being stuck on hold during a phone call. That is the name of the game,” Alissa Heinerscheid told Variety in February. Earlier this year, the first female executive placed in charge of marketing for the brand vowed to get younger consumers - who now have a raft of alcohol choices that include hard seltzers and spirits - to take interest. The musician Kid Rock posted a video on Twitter in which he shot cases of Bud Light with a gun.Īnheuser-Busch has been trying to expand customers for Bud Light, not divide them. Bud Light and Budweiser have long sought to capture attention with inspirational commercials featuring the company’s signature Clydesdale horses and sophomoric humor that tickles funny bones with anthropomorphic frogs and “Real Men of Genius.” But the company has found itself at the center of a cultural maelstrom in recent weeks, with the Mulvaney connection drawing the ire of some conservative segments of its consumer base. There’s good reason for the brewing titan to pour more out. The brewing company spent approximately $60.1 million across traditional media for Bud Light in 2022, according to Vivvix, a tracker of ad spend, and has already spent nearly $40.8 million behind the product in the first quarter of 2023. What’s more, Anheuser-Busch will give away $10,000 each week to a fan give consumers a chance to win $100 toward their bar tab and offer rebates over July 4th weekend.Īnheuser-Busch has “more than tripled our already weighty national media investment” behind Bud Light, Allen says. And NFL athletes Travis Kelce, George Kittle and Dak Prescott will star in other ads ahead of the the football league’s 2023-2024 season. Tyler Braden, Seaforth and others will take part in a Bud Light Backyard Tour that brings musicians to intimate locations. In addition to a broad ad campaign that Allen says will show up on primetime broadcast TV, cable, and sports programming, Anheuser-Busch plans to tap NFL players and country music stars to pitch Bud Light to the masses.
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