Gareth Boyd, Marketing & PR Director at Forte Analytica, says Bud Light lit its band on fire and has lost touch with its core audience with a recent ad campaign.
“I really cannot understand their approach for this because their core audience just cannot relate. Cutting your core audience in the hope you can draw a completely new audience in, who haven’t been exposed before, doesn’t make sense.
“Most US families are exposed to their father drinking the beer, or other family members, but it has never been seen as the cool beer.
“In terms of what they did this year was good, with the Superbowl, but now they’ve come off the back of something really good and lit it on fire.
“Kid Rock is the poster boy for Bud Light, and for someone like him to come out and shoot cans it tells you a lot about the reaction from their core base customers.
“People pouring beer down their sink, it says quite a bit about how out of touch they have been with this campaign.
“If we had been working with them then it isn’t something that we would ever have recommended,” he said.
Radio host Erick Erickson wrote, “Is the Bud Light thing an April Fool’s joke? I mean it is trash beer, but given the constituent demo of Bud Light drinkers, it seems like a terrible marketing thing.”
John Cardillo wrote, “Who the hell at @budlight thought it was a good idea to make a grown man who dresses like little girls their new spokesperson?
— KidRock (@KidRock) April 4, 2023
“Brands have to stop listening to their woke creative teams and get in touch with their consumer demographics.”
“Might genuinely be the weirdest thing I’ve ever seen in my life,” Stephen Miller said.
An Anheuser-Busch spokesperson said:
“Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics and passion points.
“From time to time we produce unique commemorative cans for fans and for brand influencers, like Dylan Mulvaney.
“This commemorative can was a gift to celebrate a personal milestone and is not for sale to the general public.”
But it was Kid Rock who got the last word with a video he posted on social media.
Kid Rock looked directly into the camera and said:
“Grandpa is feeling a little frisky today. Let me say something to you all as clear and concise as possible,” before turning his back to the camera and firing off a few rounds at some Bud Light beer cases.
He ended with:
“F*ck Bud Light and f*ck Anheuser Bush. Have a terrific day.”
Dylan Mulvaney has become the new brand ambassador for Bud Light. 🍺
The beer brand even made a special edition Dylan Mulvaney Can 🥤celebrating his 365 days of girlhood.
(This is not April Fools, it’s actually real)
— Oli London (@OliLondonTV) April 1, 2023