Bud Light Launches “Easy to Summer” Campaign, Aims to Overcome Controversy
With the Fourth of July holiday approaching, Bud Light is gearing up for its new summer marketing campaign in an effort to move past the recent Dylan Mulvaney controversy. The parent company, Anheuser-Busch InBev, revealed that the brand’s summer campaign will feature a national summer music tour, along with giveaways and rebates for consumers who purchase Bud Light and Budweiser brands. Described as the “biggest summer campaign ever,” the “Easy to Summer” initiative will incorporate social media content featuring NFL stars like Travis Kelce, George Kittle, and Dak Prescott.
The decision to launch this ambitious campaign comes amidst a sales slump triggered by a previous marketing misstep. Bud Light had sent personalized cans to several social media influencers, including transgender influencer Dylan Mulvaney, who identifies as female. Although the cans were only intended for the individuals depicted in the posts, the misconception arose that they were being sold in stores. Consequently, some Bud Light consumers chose to boycott the brand and other Anheuser-Busch products, resulting in a decline in sales that has yet to recover from the spring slump.
According to NielsenIQ data provided to FOX Business by Bump Williams Consulting, Bud Light sales have dropped 11.1% on a dollar basis year-to-date through June 17 and 15.6% on a volume basis during the same period. Despite these recent declines, Bud Light remains the top-selling beer in America through June 17. However, Modelo surpassed Bud Light in U.S. retail store sales during the four weeks leading up to that date, amassing an 8.4% sales share compared to Bud Light’s 7.3% during the same period.
In an attempt to reverse the downward trend, Bud Light is pinning its hopes on the “Easy to Summer” marketing campaign. Todd Allen, VP of marketing for Bud Light, expressed his optimism, stating, “For over 40 years, Bud Light has been delivering great quality beer for our 21+ consumers that’s easy to drink and easy to enjoy. We celebrate time with family and friends, whether through sports, music, or small moments together because that is what easy enjoyment is about. That’s where I’m taking inspiration for our summer campaign.”
Allen emphasized the brand’s dedication to its consumers and their feedback, noting that people want Bud Light to return to its core strengths. The new campaign aims to reaffirm Bud Light’s role as the beer of easy enjoyment, celebrating a summer of fun and entertainment through music, backyard grilling, football, and easy enjoyment. Furthermore, Bud Light teased in a tweet that one of its beloved characters from past marketing campaigns, the Bud Knight, will be making a comeback to engage with fans on social media, reinforcing the message that Bud Light is the go-to choice for easy drinking and enjoyment this summer.
As Bud Light sets its sights on regaining consumer trust and recapturing sales momentum, the “Easy to Summer” campaign hopes to reestablish the brand’s position as a leader in the beer industry, providing consumers with refreshing moments of relaxation and enjoyment throughout the summer season.
