Brewing Up a Storm: The Bud Light Marketing Mishap
Oh, Bud Light, what a pickle you found yourself in 2023! In a world where brands strive for inclusivity, Bud Light’s partnership with trans social media star Dylan Mulvaney seemed like a modern marketing move. However, it fizzled out faster than an open can of beer in the summer sun, leading to a boycott that had everyone talking.
Before we get into the nitty gritty of this social media crisis, take a minute to watch the original video and get some background information here. Essentially, the whole controversy started when Dylan Mulvaney promoted the beer to her 1.8 million Instagram followers for a Bud Light Contest. Ms. Mulvaney, age 26, gained a significant following on TikTok, amassing over 10.6 million followers and sharing her transition journey through the “Days of Girlhood” series on the platform. In her less-than-a-minute promotional video for Bud Light, she primarily discussed a $15,000 giveaway sponsored by the brand during March Madness. She mentioned that Bud Light had celebrated one year of her “Days of Girlhood” series by sending her a tallboy can adorned with her image.
Bud Light’s first faux pas? Misjudging their audience’s readiness for such a partnership. Despite growing acceptance of the LGBTQ+ community, a significant portion of consumers remain less receptive to brands taking a stand on social issues, especially when it comes to transgender rights. Bud Light, traditionally associated with blue-collar, conservative demographics, found itself in hot water as the campaign alienated this group.
Could Bud Light have Avoided this?
Absolutely, Bud Light could have avoided this marketing misstep with a bit more foresight and understanding of its consumer base. Effective influencer marketing relies on a seamless alignment between the brand’s and the influencer’s values and audiences. In this case, the collaboration seemed more like a forced marriage than a natural partnership, leading many to question Bud Light’s intentions. Authenticity is key in marketing, and when consumers sense a disconnect, it can damage the brand’s credibility and trustworthiness.
How did the brand manage the crisis?
Bud Light’s management of the crisis seemed reactive rather than proactive. Following a decline in Bud Light’s sales, Anheuser-Busch, the brewing company behind the beer, declared in late April that two of its marketing executives would be temporarily stepping down. Additionally, in early May, the company announced its plans to concentrate its marketing efforts on sports and music. According to the New York Times, the boycott extended beyond just the core consumers; retailers such as Target and singer Garth Brooks also fell out with the brand.
Social media can be an unforgiving arena, and Bud Light suffered a significant $1 billion loss in sales, complete with viral hashtags and a sea of negative comments. This social media nightmare illustrates the high stakes of influencer partnerships, particularly with figures who represent polarizing societal issues.
Did the way they manage the crisis help or hinder the brand image?
The way Bud Light managed the crisis arguably hindered its brand image more than it helped. Either they could stand for their choice or back down at the will of their core audience. According to Provoke Media, it took 11 days for Anheuser-Busch CEO Brendan Whitworth to release a statement. This provided plenty of time for others to shape the narratives and spin the situation out of control. Ms Mulvaney received multiple threats and experienced an immense amount of online bullying following the crisis, and not once did Bud Light reach out to her. In the digital age, where news spreads like wildfire, a poorly handled response can be as detrimental as the initial incident that caused the crisis. Bud Lights’ failure to effectively address the concerns and navigate the public’s negative reactions contributed to a prolonged and intensified backlash, undermining its efforts to mend its public image.
Final Thoughts…
I think the outrage that Bud Light experienced from this promotion video was completely uncalled for and outright unhinged. But at the end of the day, knowing your audience’s values and beliefs is Marketing 101. Unfortunately, the Bud Light brand had to see such backlash from what one would assume is a cool and progressive move on their part. However, their core consumers disagreed with that thought, and Bud Light would have been foolish to ignore their cries considering the amount they lost. With better audience insight, strategic planning, and crisis management, the brand could have navigated the situation more effectively, minimizing the damage to its image, Dylan Mulvany, and overall consumer relationships.
