In a sequence of events that could only be described as a marketer’s nightmare,
Bud Light, America’s former longtime leading beer, has found itself in the midst of a
PR crisis. First, it faced backlash from the Dylan Mulvaney sponsorship, and now, the
appointment of Colin Kaepernick as their brand ambassador has resulted in a
billion-dollar decrease in sales. Because when you’re trying to satisfy the nation’s
thirst, why not stir the pot a little… or a lot?
It all began in April when Bud Light decided to sponsor transgender influencer
Dylan Mulvaney. What seemed like a progressive move quickly turned sour when
Mulvaney’s Instagram post featuring a custom Bud Light can ignited a firestorm of
controversy.
Conservative media and anti-trans commentators were quick to express their
displeasure, leading to calls for boycotts. Even country singer Kid Rock weighed in,
filming himself shooting cases of Bud Light and concluding his video with a choice
selection of expletives.
Florida Governor Ron DeSantis added fuel to the fire, suggesting potential legal
action against AB InBev for associating with “radical social ideologies.” The
governor’s claim that the company had breached its duties to shareholders was met
with a swift response from AB InBev, emphasizing its commitment to investors.
But the damage was done. LGBTQ+ advocates criticized Bud Light for not
adequately supporting Mulvaney and the broader trans community. Mulvaney
herself expressed disappointment with the brand’s reaction.
Hoping to move past the Mulvaney controversy, Bud Light made a bold move by
appointing Colin Kaepernick as their brand ambassador. At a press conference held
inside a giant inflatable Bud Light can (because subtlety is overrated), Bud Light’s
CEO, Sir Hops-a-Lot, made the grand announcement. “We wanted someone who
embodies the spirit of Bud Light – refreshing, bold, and a little bit controversial.
Who better than Colin Kaepernick?”
But as memes spread and the Twitterverse debated, something unexpected
happened. Bud Light’s sales began to decline. And not just a small decline. We’re
talking Niagara Falls levels of plummeting. Financial analysts were baffled. Was it
the Kaepernick effect? Had Bud Light’s gamble backfired?
Wall Street expert, Penny Wise, commented, “It’s unprecedented. I’ve seen stocks
drop when companies have faced scandals or recalls. But a billion-dollar dip from
appointing a brand ambassador? That’s a nеw опе.”
In an attempt to stem the tide, Bud Light released a series of ads featuring
Kaepernick in various beer-related scenarios. One showed him training for the “Beer
Olympics,” another had him brewing his own signature Bud Light blend. But the
damage was done. Sales continued to decline, and Bud Light’s competitors were
quick to capitalize.
Rival beer brand, Ale’s Well, even released an ad with the tagline, “No politics. Just
beer.” The shade was evident.
Never one to back down from a challenge, Kaepernick took to social media. “Lost
billions, you say? Well, at least Bud Light has the courage to stand (or kneel) for
something. Cheers to that!” Accompanying the tweet was a picture of Kaepernick,
toasting with a can of Bud Light.
Bud Light’s decision to bring Kaepernick into their frothy fold, especially after the
Mulvaney controversy, will go down in marketing history as one of the most
unexpected blunders. While the duo might seem as mismatched as beer and cereal,
it’s a delightful reminder that in the world of branding, the unexpected often reigns
supreme.
So, here’s to Kaepernick, Bud Light, and the joy of a well-crafted satire. May we
always be ready to raise a glass to the wonderfully unexpected, even if it costs a few
billion.
