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Bud Light’s new ad is set the 1979 hit song “Good Times” by Chic. Wishful thinking some analysts think in the wake of Bud Light’s brief partnership with a now infamous Trans influencer.
Here’s the deal…
Bud Light is continuing to face a backlash that refuses to die following its partnership with Dylan Mulvaney, a transgender influencer whose image was put on a Bud Light beer can to celebrate “365 Days of Girlhood.”
The initial Dylan Mulvaney announcement took place on April 1 (ironically April Fool’s Day) and in spite of Anheuser-Busch’s desperate efforts to put the matter to bed the brand has been experiencing serious sales declines ever since then.
By the end of May Bud Light was dethroned as the nation’s #1 beer by Modelo Especial, a Mexican beer brand that’s part of the Anheuser-Busch family everywhere in the world except in the US, where it brewed south of the border by Constellation Brands who sell it in the US.
In an effort to revitalize the brand Anheuser-Busch CEO Brendan Whitworth announced support for its employees and wholesaler partners, something the company is calling “Bud Light’s biggest summer campaign ever.”
And Bud Light’s s Easy to Drink, Easy to Enjoy campaign has just kicked off with all-new commercial, titled “Easy to Summer” – the brand’s biggest media spend to date.
https://youtu.be/wg7iiVKJ2CU
In a few weeks, Bud Light will be offering 21+ fans the chance to attend the Bud Light Backyard Tour – a national tour visiting multiple states throughout the summer featuring artists like Tyler Braden, Seaforth and others.
But that’s not all, Bud Light is also…
- Giving away $10K weekly to make summer easy to enjoy and stock up for all the backyard parties
- Covering the beer tab where consumers scan for a chance to win $100 toward their tab
- Offering rebates over July 4th weekend to help keep summer easy
“Bud Light established our ‘Easy to Drink, Easy to Enjoy’ platform at the Super Bowl and we are continuing to build on that message as we unveil our new ‘Easy to Summer’ commercial to officially kick off summer,” said Todd Allen, Vice President of Marketing for Bud Light.
“We can’t wait to get out on the road and give fans the experience to enjoy their favorite artists through the first-ever Bud Light Backyard Tour. Bud Light is ready for an epic summer, and we are looking forward to delivering easy enjoyment to our 21+ fans for all the best summer moments in the backyard.”
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(All image credits: Anheuser-Busch)
