Desperate Times... See New Despairing Bud Light Ad Targeting This Demographic Featuring Popular NFL Superstar (Video)

Written By BlabberBuzz | Wednesday, 05 July 2023 05:15 AM
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Desperate Times... See New Despairing Bud Light Ad Targeting This Demographic Featuring Popular NFL Superstar (Video)

Bud Light is making a desperate attempt to distance itself from its controversial association with transgender activist Dylan Mulvaney by launching a new advertisement that aims to appeal to a more "manly" audience.

The ad features popular NFL player Travis Kelce, middle-aged dads, and a lot of grunting.

The 15-second ad, titled "Backyard Grunts," was released on YouTube just before the Independence Day holiday.

It shows middle-aged dads sitting in lawn chairs, grunting and sighing as they enjoy a can of Bud Light. The ad concludes with Kelce smiling into the camera and nodding his head in approval.

This is not the first time Bud Light has tried to reposition itself as the beer of choice for the average American.

After its ill-fated partnership with Mulvaney, the beer company faced a boycott and quickly released a patriotic ad filled with flags, real Americans, cars, trucks, and the iconic Budweiser Clydesdales. However, this attempt was poorly received by consumers.

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In May, Bud Light released another ad featuring young adults enjoying a beer in a rainstorm, with the tagline "easy to enjoy."

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This was followed by an ad in June that showcased regular Americans experiencing mishaps during the summer, ending with the line, "easy to summer." Unfortunately, these ads failed to resonate with potential customers, with some even accusing Bud Light of insulting Americans.

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Bud Light executives expressed their frustration with the divisive debates happening in the United States, emphasizing that their brand is all about bringing people together.

Marcel Marcondes, the global chief marketing officer of AB Inbev, spoke about this at the Cannes Lions International Festival of Creativity, stating, "It's tough to see the controversial and divisive debates that have been happening in the U.S. in the last couple of weeks involving lots of brands and companies, including and especially Bud Light. It's tough exactly because what we do is all about bringing people together."

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Despite Bud Light's efforts to downplay the controversy surrounding its partnership with Mulvaney, the backlash resulted in a loss of $27 million in market value for the brand.

As a result, beer brand Modelo surpassed Bud Light in sales, toppling the former "king of beers" from its throne.

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In an attempt to recover from this setback, Bud Light has now turned to Travis Kelce and the image of middle-aged dads grunting in their backyard.

Only time will tell if this new ad will resonate with consumers and help Bud Light regain its position in the beer market.

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