“Bud”-Sanitizer: Let There Be “Light”
Virus + Less Purchase Intent = Financial Stress
Anheuser-Busch InBev, the world’s largest brewer, on Monday said the coronavirus pandemic has already resulted in $285 million in lost revenue through February.
So… not a good news at all, right? Well, what would you do if you are the CEO of AB InBev then? I would be freaking out right now.
The most typical way is to air more commercials about Bud Light and make people crave for its beer. However, the marketing department decided to take another route to grab people’s attention with timely response to the latest pandemic news — Coronavirus. While all the competitors either take it seriously or keep it quiet, like the unfortunate brand, Corona Beers, or send out a serious obituary-like company email to all shareholders, Bud Light figured out a way to cast light on this depressive moment — actually, two ways.
First, Let’s Sing (& Drink)
Bud Light on March.20th night sponsored its first “Bud Light Dive Bar Tour: Home Edition,” featuring country music star Jake Owen. The show, which Owen performed from his house, was streamed on his Instagram Live page. It carried sparse branding; the most noticeable plug was a pinned message saying, “Live at the @budlight Dive Bar Tour: House Edition: Come have some beers and hang with us.”
The social media reaction was not bad.
By about 10 pm EDT the show drew about 4,000 live viewers. The show was free, but Owen and Bud Light solicited donations to the American Red Cross. It also featured a cross-promotion with alcohol delivery service Drizly, which gave people $5 off their orders with the promo code “BUDLIGHT.”
The brand in a statement said the show was “the first of many activations that Bud Light is introducing to raise awareness of practicing social distancing and raising funds for important charities.” Shana Barry, director of experiential marketing for Bud Light, said, “In these uncertain times, we want to make sure we can still deliver a fun experience for music fans while keeping everyone safe.”
I think it is a brilliant idea that to help people who are trapped in home to entertain with live music. This can certainly stimulate the sales of beers. (cuz concert = drinking and dancing).
Plus, the interaction rate increased.
Look at these two tweets side by side. The theme of their social media changed from potential drinking problems to social problem helpers. It’s the same drinking behavior, same people who are living their life, but in different mood and under different circumstances. The interaction rate increased dramtically.
However, one thing that Bud Light forgot to include in the campaign is that they should update their website and social media about the donations and live music. So far, I could only find information about this event from other websites and other social media users.
People like it transparent and clean. #JustSaying 🤷🏻♀️
Second, Keep it Clean
What else is more encouraging than hosting virtual concerts and raising funds for charity?
— — Probably giving people the things they are in need.
Bingo! That’s what Bud Light came up with.
Brewing giant Anheuser-Busch is making hand sanitizer to help during the coronavirus crisis — while a series of hip New York firms also producing artisanal bottles of the potentially life-saving product. Many companies joined the trend.
The brand figured out another way to utilize its expertise in producing alcohol to ease the surging market demand for hand sanitizer.
In a followup Tweet responding to a customer question, Anheuser-Busch added that it would consult with the American Red Cross and other nonprofit partners to figure out the best places to send the newly bottled sanitizer. The company said it’s using its extensive supply and logistics network to get the sanitizer into production and into the hands of those who need it. The enterprise has already taken various measures to continue operating through a potentially long and rocky market disruption, including drawing down $9 billion worth of credit to maintain liquidity.
New Era
So far, Bud Light has done a fairly great job on doing all the things it can do to fight against the impact from the sudden outbreak of coronavirus. Compared with the quiet response from Corona Beers, Bud Light has gained exposure, sales, and respect. Bud Light made it clear to its customers that no matter what would happen tomorrow, we do our best to live our life. And, that is what the public need the most right now.
At the end, let’s cheer the day up with some memes :P
