Bud Light is banking on a miraculous comeback after the brand was decimated by going woke.
Their hopes and dreams are about to be crushed in epic fashion.
Now Bud Light’s CEO is panicking after a marketing guru made this devastating prediction.
Bud Light is betting that the Super Bowl will jumpstart a turnaround for the beleaguered brand.
The big game has the biggest audience on television each year often drawing more than 100 million viewers, and its commercials have become an event in and of themselves.
Anheuser-Busch is airing three separate commercials during the Super Bowl.
The company is paying a pretty penny to get its products in front of consumers during the game with 30-second spots costing north of $7 million.
Anheuser-Busch is leaning into nostalgia to try and win back customers boycotting the company over its partnership with transgender influencer Dylan Mulvaney.
The famous Anheuser-Busch St. Louis brewery and the company’s iconic Clydesdale horses will be featured in one of the commercials.
The Michelob Ultra ad stars soccer star Lionel Messi and friends partying at the beach.
The company is running a 60-second ad for Bud Light that the company promises will feature humor and “fan-favorite characters.”
Bud Light has a lot riding on its Super Bowl ad after the company has been pummeled by the Mulvaney backlash.
It lost its crown as the top-selling beer in the country after more than two decades to Modelo Especial.
Plummeting Bud Light sales caused Anheuser-Busch’s revenue to fall by 13.5% in the most recent quarter.
Washington University marketing professor Raphael Thomadsen told the St. Louis Post-Dispatch that Super Bowl ads won’t fix Bud Light’s woes.
“It’s a process. I doubt that there’s a Super Bowl ad and sales are back in March — but it sets the tone,” Thomadsen said.
He explained that many of Bud Light’s former customers have gotten used to reaching for options during the boycott and that habits can be hard to break.
The Super Bowl ads are part of a pivot back to the company’s successful marketing campaigns of the past according to Thomadsen.
“I certainly think that Budweiser through Bud Light is trying to bring back the old magic that they had where Bud Light was there to appeal to everyone,” Thomadsen said. “They’re trying to recapture that feeling with older, familiar music and popular people.”
The marketing professor said the brand should have done this sooner after the boycott broke out.
Bud Light is facing another major problem besides the Mulvaney backlash.
The Teamsters union which represents workers at Anheuser-Busch’s 12 American breweries voted to authorize a strike at the end of February.
The union walked out of contract negotiation and is threatening a nationwide boycott.
“Anheuser-Busch needs to check its moral compass,” Teamster president Sean O’Brien said. “The Teamsters are more united than ever at Anheuser-Busch, and we are prepared for a full-scale strike and nationwide boycott.”
It will take more than mere Super Bowl commercials to save Bud Light.