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It went by both at different times. Same song too.

Rock on, man! You sound hopeful about DVD rentals in store as much as I am! Also DVD's don't have what streaming services have... A TON of ads!!!

2004

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Funny how that works right?

They were sponsored videos. I would consider that being a spokesperson. She was representing the brand. No matter how long the time period was.

I agree, that hate toward the spokesperson is morally wrong. But this video was supposed to be about knowing your consumer base and what happens if you completely switch up your brand's messaging. Their former fan base is exactly the type of people that would boycott a product because of a spokesperson. They should've realized this and made a smoother transition into inclusive marketing.

I understand your take. Tbh, I believe people can feel however they want as long as they don't treat people differently. You can not like someone and not publicly drag their name and what they stand for through the mud. Just simply live and let live. This video wasn't supposed to be about if the hate towards the spokesperson was correct. I was simply analyzing the marketing plan and its effects. But thanks for your insights!

Agreed. The overall campaign goal was to develop a new generation of Bud Light drinkers. Definitely shady, but understandable. I just believe it was poorly executed. That doesn't mean the company/marketing team is bad. Just had a lapse of judgement

I'm glad you don't think I'm a nerd lol. but I have been working in marketing for the past 5 years. Definitely people with more experience than me but I am confident I know more than the average. Bud Light as a brand has been in decline for the past decade or so. Brands need to start using inclusive marketing or they will disappear. So the concept was correct here but I believe the execution was poor. They attempted to rip the bandaid off by switching to a transgender spokesperson. I believe they should've made a smoother transition. Should've chosen someone that appeals to both markets (easier said than done).

Ok, a lot to unpack here. Firstly, I do not condone or agree with the hate towards the social media star. Secondly, the brand's current customers are exactly the people that would overreact to a spokesperson. Brands need to start using inclusive marketing or they will eventually disappear. But in this case, I believe they tried to complete that process in one campaign. They switched from their all-American, blue-collar branding without warning and then tried to switch back when they received backlash.

Ik the term. I'm a marketer myself. I simply said the script in a way that I thought would get the most views. 👍 Thanks for clarifying in case someone got confused

Lol wtf

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It's crazy what one campaign can do...

anheuser-busch, the company that owns budlight makes over 100 products, the make some of the most popular beers, such as corona, mikolob, natural light, modelo, coors, miller, keystone heiniken, etc. they have partnerships with pepsi and other big brands. So far their stock has not been effected and it likely wont be effected. There’s a few things people don’t realize about this 1. People are too stupid to realize all these products are owned by the same company so when they stop buying bud light and switch to another beer, they will likely still be giving money to the same company 2. Half the people “boycotting” are buying multiple cases of bud just to pour it out or blow it up which obviously isn’t how a boycott works(i even saw a video of a guy buy like 30 cases and blow it up 3. A different demographic of people are probably now drinking bud light such as trans people, people who support trans people, or anyone who is against the boycott 4. As we’ve seen from over the years, controversy still brings attention and new consumers to your products 5. A company as big as anheuser-busch obviously has a PR team. Anything they do will be reviewed by the PR team before it goes out. So obviously they already considered this happening and came to the conclusion that even if there was a boycott, it wouldn’t effect them enough for it to matter.(I’ve even seen some speculation that this may have been a calculated stunt to reduce Bud purchases and increase traffic to their other beer products. This could be done for several reasons, such as the fact that bud is usually the cheaper option so they would be making more money when people switch to a new beer. It could have also been done because they have a “shortage” of bud products and an abundance of other products that need to sell. I mean people really think that this billion dollar company is stupid and they can ruin their business by boycotting it. As if they haven’t thought of every possible outcome and possible planned this

I agree with what you said. And that's by far the best part of the entire situation. People will switch from Bud Light straight to another product that is made by the same people 😂

That's the dumbest thing I've ever heard. But I'd love to hear what you constitute as the "right" people... but I think I know where your nazi ass is gonna take this so, no thanks

Agreed. The issue here is they targeted the exact opposite of their current fan base. Also, the majority of the influencer's fans are under the age of 21. So by choosing her as a spokesperson it's almost like they were promoting their product directly to minors. The second part of this is the spokesperson that was chosen is the exact opposite of their current fans. Brands need to start transitioning to more inclusive marketing strategies or the brands will die. But I believe they tried to rip the bandaid off instead of making a slow smooth transition.

@@themarinmachine yes, too fast too in the face.

I think it’s likely this was a calculated PR stunt, look up the company that owns bud, now look up how many beers that compamy owns. Basically all the popular beers. But bud is often the most popular and cheapest option. By reducing traffic to bud they will increase traffic to their other beers such as miller, heiniken, natural light, corona(and about 50 other popular beers) so it is most likely that they will make more money this way. This is a billion dollar company and they obviously have PR teams. If doing this would have made them take a big hit financially, the PR teams would of told them not to and then they wouldn’t of done it. These companies don’t get to where they are by making stupid choices. Do people really think the company looked at their demographic and said…”yea, they totally will be okay with us partnering with a trans woman”. Of course not, which is why this was likely calculated

I agree with you. But it aligns with their goal which was to develop a new generation of Bud Light drinkers different from the typical stereotypes. (white middle-aged men)

Bud Light (as an individual brand) has been in decline. So a change was needed. they needed to reach new customer bases. But I believe they should've gone with someone more in the middle of their fans and the newer generations. My first suggestion - is maybe a Female WWE superstar? Something that both the youth likes and some of their current fanbases likes?