Bud Light, still fighting to recover from its PR disaster, goes all-in on a high-stakes Super Bowl ad, transforming Gillis, Malone, and Manning into the suburban kings it prays will restore its legacy.
Bud Light sales have not rebounded since the Mulvaney controversy, in which a small promotion with the trans influencer in early 2023 became a lightning rod for “anti-woke” right wing media. Since then, the brand has leaned harder into humor, as well as sports and music sponsorships.
https://twitter.com/budlight/status/1882428502487838849
The brand is navigating an overall slowing down of beer sales, thanks to factors that include the growing popularity of ready-to-drink cocktails. It’s also in direct competition with sibling brands. AB InBev has ramped up its marketing and advertising behind Michelob Ultra in the past few years, and that’s helped it outpace Bud Light sales. In this Super Bowl alone, Bud Light is up against fellow AB brands Budweiser, Stella Artois, and Michelob Ultra.
With a decrease in craft beer sales, light beer brands like the Kelce brothers-backed Garage Beer see opportunity. But for Bud Light, it’s an ideal time to invest in its brand like this to stoke and deepen its fandom.
“We’re staying laser-focused on bringing the best of what fans expect from us—leaning into our iconic humor and staying consistent in how we show up through our mega-platforms throughout the year, like UFC, NFL, college sports, country music and more,” says Allen. “This spot is centered in this objective, focusing on putting fans first, leaning into humor, showcasing epic talent and cementing our role in a relatable setting—the neighborhood.”
It’s not quite as epic as the Bud Knight in Westeros, but it may still get you to grab your jorts, pull up your socks, and go find the cooler.
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