Bud Light recently launched a new advertisement, following the conventional themes of sports often seen in beer commercials. This move comes at a time when Bud Light is still facing backlash from its marketing collaboration with transgender activist Dylan Mulvaney.
The latest ad features football legends Peyton Manning and Emmitt Smith in a bar setting. Manning, the retired quarterback, buys beers for the bar’s patrons, and the commercial captures the moment with Smith exclaiming a touchdown.
Manning expressed his thoughts on the commercial, saying, “Experiencing the playoffs or the Super Bowl is a special moment for a fan, and I’m happy that Emmitt and I get to be part of Bud Light’s mission to host their largest-ever NFL postseason ticket giveaway.”
Bud Light has also tried to gain visibility through other sports avenues. In October, they announced their partnership with the Ultimate Fighting Championship (UFC) as the official beer brand.
Disney, Bud Light & Target: The Fall of Woke Capitalism pic.twitter.com/yWd8HEyLt6
— Trish Regan (@trish_regan) November 28, 2023
The decision to partner with Mulvaney in April had a significant impact on Bud Light’s market share. Before this partnership, Bud Light held the title of the best-selling beer in the United States. However, since the announcement, Modelo Especial has surpassed Bud Light in sales, and competitors like Coors Light have seen relative sales growth.
Other brands under Anheuser-Busch, such as Budweiser, have also experienced declines in sales. Sales dropped by approximately a third after the announcement of Mulvaney’s involvement via social media. Anheuser-Busch’s overall beverage sales remained down by nearly 17% in the third quarter, and revenue declined by almost 15% during the same period.
Despite more than half a year passing since the Mulvaney partnership, Bud Light’s reputation has not recovered. Additionally, the company announced the departure of its former chief marketing officer amidst the ongoing sales slump, following the earlier departure of several other marketing officials.
Overall, it appears that Bud Light’s sales have remained at a similar low point as during the summer and early fall.
