'We are in the business of bringing people together over a beer,' Bud Light CEO Brendan Whitworth previously said.
have continued to face an array of scrutiny following the partnership with Dylan Mulvaney, and some experts have seen the company's response as a failure.showcasing a custom Bud Light can that she received to promote her year's transition to becoming a woman. A few days later, a spokesperson for Anheuser-Busch toldthat the company"works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics.
When asked if the response by Bud Light and Anheuser-Busch was a massive blunder, Horn said"entirely," adding that"it's not to say that the criticism of the decision wouldn't be there, but doing business in 2023, particularly at the large corporate level, means you have to understand the consequences of those decisions and so Bud Light should have been prepared as a brand for an active crisis response if in fact, this type of backlash arose and they obviously have not...
"You got all of this backlash that has time to grow and this organization that's silent," Horn said."If they responded on April 5 or April 7, with the support of this decision and the support for all communities to enjoy Bud Light, they then get their voice into this. They get the ability to respond, they get the ability to manage their decision."that the current backlash Bud Light is facing will"have residual revenue carnage for a while.
"But Bud Light will be back powered by the firm's strategic tact, a massive ad budget, and fading memories of its audience who believe the brand ultimately fixed things," Schiffer added.
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