Bud Light has responded to criticism by unveiling their “Backyard Grunts with Travis Kelce” advertisement…
In response to the recent uproar surrounding their marketing campaign featuring transgender TikTok star Dylan Mulvaney, Bud Light has taken a new approach by showcasing Kansas City Chiefs’ tight end, Travis Kelce, in their latest ad. This retro-style commercial marks a strategic shift back to a male-oriented focus in their advertising strategy.
Dubbed “Backyard Grunts with Travis Kelce,” the advertisement portrays Kelce and a group of casually dressed men settling into lawn chairs with grunts and groans, enjoying the outdoors.
Once comfortably seated, some of them crack open cans of Bud Light, symbolizing relaxation and camaraderie. Released on Sunday, this ad serves as a crucial step for parent company Anheuser-Busch InBev, which aims to recover from the decline in Bud Light sales that occurred in May, knocking the brand off its long-held position as America’s top-selling brew.
The controversy surrounding the promotion with Mulvaney had led to a boycott by some consumers, particularly conservatives who objected to featuring a transgender woman in the marketing campaign.
Brendan Whitworth, the CEO of Anheuser-Busch InBev (ABI), recently appeared on “CBS Mornings” to address the issue and discuss the company’s plans to support affected distributors and wholesalers financially due to the sales dip triggered by Mulvaney’s Bud Light promo video going viral.
In an effort to regain consumer trust, Whitworth revealed that Anheuser-Busch plans to triple its investment in Bud Light this year, coinciding with the launch of the brand’s summer campaign and the anticipation of the upcoming NFL season. The CEO emphasized the importance of listening to customer feedback, citing conversations with over 100,000 consumers who expressed a clear desire for Bud Light to embody the values of good times, goodwill, and effortless enjoyment.
The newest advertisement strives to capture this sentiment by showcasing middle-aged men enjoying backyard parties, spending time near their cars, and engaging in other relaxed social settings.
However, it remains uncertain whether this ad will succeed in winning back the conservative demographic that has shifted their preferences towards alternative beer brands. Many critical and negative comments populate the YouTube video’s page, suggesting that the ad might fall short of its intended purpose.
Regrettably, the advertisement fails to address the concerns raised by the LGBTQ community, leading some members to join the boycott against Bud Light.
Mark Robertson, co-owner of 2Bears Tavern Group in Chicago, explained his decision to remove all Anheuser-Busch InBev products from the bar’s menu, stating, “It was absolutely an easy decision. They kept intensifying their efforts to appease those promoting hate.”
Meanwhile, Mulvaney recently shared her disappointment, stating that Bud Light had not provided any support or reached out to her following the backlash.
She criticized the company’s lack of public endorsement for her, asserting that it is worse to hire a transgender person and then fail to stand up for them than to not hire them at all. According to Mulvaney, this failure by Bud Light grants customers permission to express transphobia and hostility without consequences.
In light of recent events, Bud Light’s decision to feature Travis Kelce in their latest ad is an attempt to recalibrate their marketing approach and appeal to their traditional male consumer base. However, it remains to be seen whether this strategy can mend the fractured relationship with conservatives and the LGBTQ community, who both feel marginalized by the brand’s recent actions. The ongoing response to this advertisement will undoubtedly shape the future of Bud Light’s image and market position.
