It’s almost as if Bud Light is trying to enter the way back machine and return to the golden pre-Dylan Mulvaney days — like it never even happened.
Seems the company is willing to try anything short of apologizing to its once-loyal consumers for disrespecting their values, even running a corny ad trying to capture past glories. The ad features a more rural summer setting as Chic’s 1979 disco tune Good Times plays — the lyrics begin: “Good times. These are the good times. Leave your cares behind.”
If only, Bud Light. If only.
Crack a cold one: we’ve got an epic summer ahead. Sock tans included. pic.twitter.com/CGRCvkHC60
— Bud Light (@budlight) June 22, 2023
“The company hopes its new 60-second spot, set to the 1979 disco hit “Good Times” by the band Chic, can bring back customers,” CNN reported, before noting that the brand’s partnership with Mulvaney “sparked a transphobic backlash from conservatives.”
Turns out, Anheuser-Busch’s solution to Bud Light’s continued market struggles is to throw a whole lot of money at the problem.
“In addition to the new spot, Bud Light’s broader ad campaign for summer includes partnerships with country singers to bring concerts to fans’ backyards and new ads featuring NFL players, including Travis Kelce and Dak Prescott, set to roll out in a few weeks,” CNN reported, citing a press release. “It’s also giving away $10,000 weekly to drinkers to ‘make summer easy to enjoy and stock up for all the backyard parties.’”
Meanwhile, Bud Light just suffered its worst weekly sales hit since the Mulvaney controversy, with the latest data from Bump Williams Consulting and NielsenIQ showing that sales dropped by an incredible 26.8% for the week ending June 10.
As for the ad, while you never want to say “never,” Bud Light definitely has a long, hot road ahead on the road to recovery.
Here’s a quick sampling of the responses to the story, as seen on Twitter:
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