Yes, hindsight is 20/20. As we mark the one-year anniversary of Bud Light's marketing failure, we take a look back. Really That happened to fuel a crisis for this iconic brand. In the year following Bud Light's cancellation, the company faced significant backlash from both its LGBTQIA+ fans. and A community that is conservative against violations of the brand's core values. This has had financial consequences, including record sales declines and organizational disruption due to the loss of two senior marketing executives.
A recently published case study uses Bud Light to explore how cancel culture has evolved. It also instructs marketers to take precautions to prevent moral outrage in their brands. He identified three counterintuitive reasons why Bud Light is particularly vulnerable to cancellation. Here's why:
- A unique perception still remains in the public's attention. Bud Light retained the number one beer spot in the U.S. by being a “for everyone” brand. But by trying to appeal to everyone, they ignored the strength of consumer perception of their brand. Bud Light's consumer perception was at odds with their campaign, and the backlash was the price they paid. Ignoring their core consumers meant they had no loyal fans to support them during their downfall.
- A campaign's budget does not determine its reach. Bud Light's failed Dylan Mulvaney “Creator Marketing” campaign last year was one of their smallest promotions. But social media and virality are fickle friends. Marketing The amplification of his message is no longer in the hands of marketers. Consumers, creators, and celebrities have the power to share and engage with content, especially content that evokes negative emotional responses.
- Commoditization is a risky business strategy. Bud Light has historically achieved high sales as a “safe” and easy-to-drink option while maintaining a broad customer base. Unfortunately, although they maintained their position through significant partnerships and mass marketing, the total size of the beer market shrank as consumers traded beer for lighter options like hard seltzers. When Bud Light fell out of favor, it was very easy for drinkers to switch to a new brand without feeling pressured to return to Bud Light for the brand's inherent convenience, price, and taste.
Timely and socially relevant marketing campaigns are a great way for brands to help consumers celebrate and feel a sense of community and connection. Bud Light's clash with the LGBTQIA+ community comes in the wake of the March Madness debacle, but the lessons learned can help others who want to participate in other upcoming cultural events, such as Pride this June. This is especially important for brands that
Read the full case study here or schedule a guidance session to talk more.
