Bud Light is using an expensive Super Bowl ad campaign to resurrect its image and win back beer drinkers. The brand hopes customers will forget its affair with a transgender TikToker Dylan Mulvaney.
The details: Bud Light’s parent company, Anheuser-Busch (AB), is forking out big bucks for a 60-second ad that will reportedly introduce a new brand character. And according to Kyle Norrington, AB’s chief commercial officer, you can expect “some really funny advertising.”
The price tag: We don’t know the exact figure, but it’s estimated that advertisers fork out about $7 million for thirty seconds.
Back up: Bud Light customers abandoned the beer by the caseload after an ill-advised marketing deal with transgender TikToker Dylan Mulvaney last April.
Sales plunge: Since going trans, Bud Light lost its title as the nation’s top-selling domestic beer to Modello Especial. In the first two weeks of 2024, Bud Light’s retail-store sales are down 28.9 percent compared to the same time last year. Modelo is up 15.1 percent.
More about the ad: AB released a 12-second teaser online featuring a man wearing metallic sunglasses with a handlebar mustache. One fan in the ad is wearing a Peyton Manning jersey, leading to speculation that the Hall of Fame quarterback might be the man behind the glasses. Someone is then heard to scream, “LET’S GO!!!” – which is widely recognized as the “Allahu Akbar” for white guys.
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