If you didn’t know it, Bud Light is still struggling nearly a year after attempting to go woke. And their latest ploy to win you back as consumers isn’t likely to work much better than any of the previous ones.
As you know, the Super Bowl is quickly approaching. As such, the once-popular beer brand is doing all it can to try to regain some of the ground it disastrously lost last April after partnering with transgender TikTok influencer Dylan Mulvaney and putting his face on their cans.
According to The Wall Street Journal, the plan this time around is to go back to their roots somewhat, or at least back to the marketing strategies they used before their suicide ads went viral. And they are going to spend good money to do it.
The outlet reports that Anheuser-Busch is planning a series of ads surrounding the Super Bowl, each of which could cost around $7 million per 30 seconds.
First and foremost, they will highlight Bud Light. Other Anheuser-Busch brands, such as Michelob Ultra and their original beer, Budweiser, will also get a spotlight.
The Michelob Ultra commercial will be a minute long and feature soccer legend Lionel Messi. The 30-second Budweiser one will focus on their wholesalers and famous Clydesdale horses.
According to the company’s chief commercial officer, Kyle Norrington, all three ads are going to display what “our brand lovers expect, which is some really funny advertising.”
While consumers will no doubt be glad to see the brand returning to its previous line of advertising, it’s not likely to change the hearts and minds of most. After all, the company never actually issued any sort of apology for turning on its fans or even acknowledged their mistake.
Instead, they’ve simply attempted to reverse the woke direction former Bud Light marketing chief Alissa Heinerscheid began.
And for far too many, all of it, including these supposedly funny new Super Bowl commercials, is too little, too late.
