In the wake of the Dylan Mulvaney controversy, Bud Light, America’s top-selling beer, is launching its highly anticipated summer marketing campaign to regain momentum and reconnect with its consumers. The “Easy to Summer” campaign, announced by parent company Anheuser-Busch InBev, aims to not only restore the brand’s reputation but also solidify its position as the go-to beer for easy enjoyment during the summer season. With a combination of exciting giveaways, national music tours, and engaging social media content featuring NFL stars, Bud Light is determined to make this campaign its biggest and most successful ever.
The sales slump that Bud Light experienced after the Dylan Mulvaney incident prompted the need for a strategic marketing campaign. The brand sent personalized Bud Light cans to social media influencers, including transgender influencer Dylan Mulvaney. While the cans were intended as a personalized gesture, they inadvertently created confusion as many assumed they were available for purchase in stores. This misunderstanding led to a boycott of Bud Light and other Anheuser-Busch products, resulting in a decline in sales that is yet to be recovered.
Despite the recent sales decline, Bud Light remains the top-selling beer in the country. However, recent data reveals that Modelo surpassed Bud Light in U.S. retail store sales during a specific period. Modelo’s success can be attributed to its ability to capture 8.4% of the market share compared to Bud Light’s 7.3%. This competition in the market further emphasizes the need for Bud Light to take immediate action and regain its dominance.
Bud Light’s “Easy to Summer” campaign aims to reaffirm the brand’s commitment to providing easy enjoyment for its consumers. The campaign will be a holistic approach, combining various elements to engage and excite Bud Light fans throughout the summer season.
One of the key highlights of the campaign is the national summer music tour. Bud Light will be hosting concerts featuring popular artists across the country, providing an interactive experience for fans. This music tour not only serves as a way to entertain consumers but also as a platform to promote the brand and create positive associations with summer memories.
To further incentivize consumers, Bud Light will be offering giveaways and rebates for those who purchase Bud Light and Budweiser brands. This strategic move aims to increase sales and reward loyal customers, reinforcing the brand’s commitment to its consumers.
To create buzz and engage with a wider audience, Bud Light will collaborate with NFL stars such as Travis Kelce, George Kittle, and Dak Prescott. These partnerships will be leveraged to create compelling social media content that resonates with Bud Light’s target demographic. By associating the brand with popular athletes, Bud Light aims to strengthen its appeal and connect with consumers on a deeper level.
Todd Allen, VP of Marketing for Bud Light, shares his vision for the “Easy to Summer” campaign. He emphasizes the brand’s dedication to providing quality beer that is easy to drink and enjoy. Allen recognizes the importance of celebrating moments with family and friends, whether it be through sports, music, or simple gatherings. This insight serves as the inspiration behind the campaign, which aims to reaffirm Bud Light’s role in facilitating a summer of fun and entertainment.
“It’s incredibly clear the amount of love and passion people have for Bud Light, and we care deeply about our consumers. And what I’ve heard over the past few weeks is that people want us to get back to what we do best: being the beer of easy enjoyment. This new work is really about reaffirming the role that Bud Light plays for our drinkers: celebrating a summer of fun and entertainment through music, backyard grilling, football, and easy enjoyment.” – Todd Allen, VP of Marketing for Bud Light
As part of the “Easy to Summer” campaign, Bud Light is bringing back one of its beloved characters, the Bud Knight. The Bud Knight, who previously appeared in several Bud Light ads from 2017 to 2019, will make a comeback to delight fans on social media. This iconic character will reinforce Bud Light’s message of being easy to drink and enjoy throughout the summer season.
“Since inception, the Bud Knight has shown up to remind fans that the best moments are made better when celebrated with a Bud Light. The Bud Knight is an iconic character, and he’s coming back to delight fans on social media, reinforcing our message that Bud Light is Easy to Drink, Easy to Enjoy this summer.” – Todd Allen, VP of Marketing for Bud Light
Bud Light’s “Easy to Summer” marketing campaign is a strategic and innovative approach to overcome the controversy surrounding the Dylan Mulvaney incident. By leveraging national summer music tours, giveaways and rebates, collaborations with NFL stars, and the revival of the Bud Knight character, Bud Light aims to reignite consumer interest and reinforce its position as the beer of choice for easy enjoyment during the summer season. With this campaign, Bud Light is poised to reclaim its market dominance and create lasting positive associations with its brand among consumers.
First reported by Fox Business.