Since the Dylan Mulvaney partnership controversy, Anheuser-Busch has been in overdrive trying to revive the Bud Light brand. Their efforts include a multi-pronged marketing campaign with patriotic themes, celebrity endorsements, and significant price reductions. But despite these attempts, the brand continues to grapple with declining sales.
The initial partnership with Mulvaney, a transgender influencer, sparked widespread boycotts and a substantial drop in market value. Anheuser-Busch responded with rebates, increased marketing spend, and a new summer ad campaign featuring pro-America messaging and imagery. However, critics have largely dismissed these efforts as insufficient and lacking a genuine apology.
The initial fallout from the partnership was significant, with reports of bottling plant closures and job losses attributed to the sales decline. The company's CEO, Brendan Whitworth, even appeared on national television to address the situation.
Several new ads have been rolled out, including a country music festival-themed spot, a summer-themed ad focusing on everyday Americans, and a commercial featuring NFL star Travis Kelce. Despite enabling comments on some platforms, the reception has remained largely negative, with many viewers expressing continued dissatisfaction. Even a tripled summer marketing budget and a national music tour haven't stemmed the tide of declining sales.
Anheuser-Busch also released a Budweiser ad with patriotic imagery and a message focused on the "American spirit." This ad, too, was met with criticism, with some accusing the company of trying to sidestep the controversy without addressing the underlying concerns.
The continued negative reaction suggests that Bud Light's attempts to regain consumer trust have yet to resonate effectively. The brand's struggle highlights the challenges of navigating brand image repair in the face of sustained public backlash.
