While companies will do everything to search for the holy grail of social media trends this year, what about Bud Light's great marketing failure in 2023?
No one denies the current importance of staying up to date with the conversation in the digital world.
However, the need to learn from the mistakes of others is increasingly evident.
Although we previously mentioned cases such as Zara, Even though certain marketing failures have important consequences, a call for a boycott is unlikely to bankrupt large companies.
That said, it is notable that the bad decisions made by marketing teams undoubtedly increasingly impact profitability and image.
The Bud Light brand recorded such a significant economic impact that it is worth stopping for a moment to understand the implications of poor and lightly made decisions.
In order to identify these decisions, it is necessary to know the background of this powerful beer brand, with everything and its most recent marketing failure.
1. The beginning of a popular culture giant… before its great marketing failure
Bud Light is a beer that has left an indelible mark on American culture since its launch in 1982.
It has managed to take deep root in the country's collective psyche in an impressive way.
Its impact is not limited only to the beer market, but extends to various aspects of daily life.
These include everything from sporting events to creative advertising and social interactions.
From its earliest days, the beer brand positioned itself as a response to the growing demand for lighter, lower-calorie beverages.
In this way, it was ensured to reflect the emerging trend towards healthier lifestyles that were circulating at that time.
This marketing strategy effectively responded to the changing needs of American consumers.
Managing to establish the brand as a leading option in the light beer market.
One of Bud Light's most significant contributions to American culture came through its iconic advertising campaigns.
Bud Light's Super Bowl ads have become cultural events in their own right, generating anticipation and conversation among viewers.
Memorable campaigns, such as the commercials for Real Men of Genius and the pranks of the dogs Spuds MacKenzie in the 1980s, have left a lasting mark on the collective memory of Americans.
These advertisements have not only promoted the brand, but have also contributed to the formation of North American cultural identity, fusing humor, celebration and camaraderie.
2. The strategy for the definitive rise of the brand
Bud Light has been an active sponsor of sporting events over the years, cementing its presence in American sports culture.
From partnering with the National Football League (NFL) to sponsoring auto racing and golf events, Bud Light was present at some of the biggest moments in American sports.
Beer became a beverage option almost synonymous with watching a football, baseball, or basketball game.
Thus contributing to the cultural experience in the stadiums and in the homes of fans.
Unthinkable would be a marketing failure where its own consumers would ask for a boycott.
Partnering with concerts and festivals allowed Bud Light to connect with a broader audience, embracing the diversity of the American cultural scene.
Beer has gone from simply being a beverage to being an integral part of social and entertainment experiences throughout the United States.
Until now, the brand was positioned as a great example of an intelligent strategy that resulted in high consumer loyalty.
The key strategy revolved largely around traditional beer's deep-rooted presence in American culture.
At this time, no one thought that on the horizon there was an eminent storm that would tarnish this story and that this would quickly become their great marketing failure.
Due to their constant growth, they collaborated with other brands and experimented with new flavors.
Thus, Bud Light continued to evolve and adapt to changing consumer preferences.
However, everything changed due to an incorrect marketing strategy: The sum of many bad decisions.
3. When a marketing failure costs… and very expensive
In early April, Anheuser-Busch's Bud Light brand found itself caught in a culture war fiasco.
For its NCAA March Madness activation, the beer brand partnered with popular trans TikTok influencer Dylan Mulvaney for a unique giveaway.
This caused an uproar on social media, mostly from conservative voices, including musicians Kid Rock and Travis Tritt, calling for a boycott of the beer brand.
Two senior marketing executives were then fired.
There was a written statement from the CEO of Anheuser-Busch and a (failed) reconfiguration of the narrative.
These actions by AB InBev only exacerbated the problem on both sides of the culture war, while alienating the LGBTQ+ community.
The fact is that the traditional beer market in the United States has decreased in size in recent years.
This is because carbonated drinks, liqueurs and new alcoholic beverages – such as ready-to-drink cocktails – already occupy several spaces on the shelves.
That said, these are the hard facts known as a result of the poor marketing of the beer in question:
- Bud Light lost 24% of sales from the previous year.
- They laid off 350 workers.
- Songs, videos, articles, posts, comments, among others, went viral, criticizing and mocking the brand.
- The consumer base, who already showed a lot of disappointment towards the product, ended up rejecting it.
- The apology statement issued by the CEO and the subsequent commercial they released only served to make people even more upset.
4. In conclusion: We must learn from Bud Light's marketing failure
The presence and impact that Bud Light has had on North American culture is truly remarkable.
However, that same incident was what worked against him when he ignored a marketing foundation:
- Know your customers and then make your decisions.
In the company's offices there are hundreds or perhaps thousands of reports that explain in detail who their consumers are.
Despite this, they failed miserably to know what the tastes and preferences of these consumers were. One of many bad marketing strategies.
And it was that incredible contradiction of knowing who your customer is, but not knowing (or ignoring) their preferences that created this case of bad marketing in 2023.
It is such an elementary error that to this day they are paying the bill dearly: TOTAL marketing failure.
The legacy, reputation, and of course profits continue to take massive damage to this day due to the misuse of marketing in all its lines.
This is a clear example that, sometimes, you just have to follow the rules of the game and not pretend to want to look good to everyone in the room.
It is important to analyze and adapt to trends, but consistency is still essential.
Thank you for reading!
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