Bud Light returned to Twitter for the first time in over two months with a new, more traditional ad for beer drinking and summertime fun. But if the company was hoping that it would wash away the bad taste of the Dylan Mulvaney fiasco, they were sadly mistaken.
Long one of the most popular beers in America, the disastrous decision by a “woke” Harvard-educated female marketing exec to reboot the brand’s “fratty” image by partnering with the transgender TikTok influencer will be a cautionary lesson taught in business schools for decades to come as customers reacted with boycotts that left retailers and wholesalers stuck with cases upon cases of the familiar blue and white cans.
Having recently been displaced as the nation’s top-selling beer by Mexico’s Modelo Especial, the need for a turnaround has never been greater and on Thursday, Bud Light made its first post on Twitter since April 14 with the new ad featuring a summertime theme of people frolicking and swilling suds to “Good Times,” the 1979 chart-topping hit by Chic.
“Crack a cold one: we’ve got an epic summer ahead. Sock tans included,” Bud Light tweeted along with the new video ad.
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 reaction was so intensely negative that Bud Light may want to consider going dark on Twitter again.
All I see is Dylan Mulvaney.
— Brick Suit (@Brick_Suit) June 22, 2023
None of this is funny until & unless you apologize for using Dylan Mulvaney—a man pretending to be a woman—as your spokesperson. It’s insulting that you think an ad about summer will make us forget our principles. The boycott continues.
— Liz Wheeler (@Liz_Wheeler) June 22, 2023
Pleasantly surprised to see straight white men in advertising again
Just wish you didn’t become the butt of every joke at the BBQ before learning this lesson
None of these men would be caught dead drinking your beer in public
— Tom Pappert (@realTomPappert) June 22, 2023
This is who you are now, just accept it pic.twitter.com/AEc5wI7W3D
— Joel Berry (@JoelWBerry) June 22, 2023
Just fire the PR team already and throw in the towel. It’s over.
— Eric Spracklen (@EricSpracklen) June 22, 2023
Here for your viewing pleasure is Anheuser Busch’s first real foray into trying to win back customers
It is case study in how a company stumbles in a PR nightmare
They will use tens of millions of dollars in ads to try to erase the fact that they mocked women & their customers
— $8 Bartemy (@BartemyS) June 22, 2023
I do like to crack a cold one… unfortunately for you, your product is nowhere to be found anymore.
But dont worry, I am sure Mulvaney consumes enough beer to make up for the rest of us.
— Charles Weber – aka THE Jew from Boca (@CWBOCA) June 22, 2023
Your problem is we have long memories chose to insult your biggest customers and so far there’s still been no apologies as a matter of fact you’re still supporting them ESG doesn’t work when will you folks learn
— Deborah Woods (@nocbc) June 22, 2023
At least your marketing department made a semi-decent commercial and realized that force-feeding trannies down our throats isn’t a winning strategy.
However, it’s too late. You all are a casualty of the culture war.
Y’all are fucked.
— Clandestine (@WarClandestine) June 22, 2023
— Tiffany ✨ (@tiffanyandsadie) June 22, 2023
Groomer Juice for a hot summer day! nah
— ColonelMAGAMark (@ColonelMark4) June 22, 2023
Have you tried simply apologizing for getting into politics?
Your beer was simply easy to replace.
— Bleu Cheque (@VERBAL_CHANCLA) June 22, 2023
Where’s the gay wedding in this commercial???
— Sir Latarian Hoöd-R@t – The Boy, The Legend ™ (@MarvinMilton2) June 22, 2023
Useless propaganda. I’ll never drink your swill again.
— Quaran-Tina (@superbucks2050) June 22, 2023
It’s really easy to do right by your customers. Say “F*ck ESG”, thank the traditional people that (used to) consume your product and end with “God Bless the USA” @abinbev It isn’t even slightly complicated. Consider this brand a bet hedge.
— John Bind (@johnbind2) June 22, 2023
“We recognize that over the last two months, the discussion surrounding our company and Bud Light has moved away from beer, and this has impacted our consumers, our business partners, and our employees,” Anheuser-Busch CEO Brendan Whitworth said in a recent statement. “We are a beer company, and beer is for everyone.”
“Our summer advertising launches next week, and you can look forward to Bud Light reinforcing what you’ve always loved about our brand – that it’s easy to drink and easy to enjoy,” the statement read. “As we move forward, we will focus on what we do best – brewing great beer and earning our place in moments that matter to you. Here’s to a future with more cheers.”
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