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 the LGBTQ+ community. 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.
- A unique perception still remains in the public's attention. Bud Light maintained its top spot in beer in the United States by being a “for everyone” brand. But by trying to appeal to everyone, they ignored the strength of consumer perception of the brand. Consumer perception of Bud Light was at odds with the campaign. The backlash took its toll. Ignoring its core consumers meant that Bud Light didn't have a loyal following to support it during this downturn.
- A campaign's budget does not determine its reach. Bud Light's failed Dylan Mulvaney “Creator Marketing” campaign last year was one of its smallest promotions. But social media virality is a fickle friend. 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. Although Bud Light has maintained a broad audience, the company has historically achieved high sales as a “safe” and easy-to-drink option. Unfortunately, while it maintained its position through significant partnerships and mass marketing, the total size of the beer market shrank as consumers traded beer for lighter options such as 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. While Bud Light's clash with the LGBTQ+ community came during the March His Madness fiasco, there are lessons learned for brands looking to participate in future cultural events, such as Pride Month this June. Especially important.
Read the full case study here or schedule a guidance session to talk more.
