TV Commercial Review
Memorable
Effective
Style
Heart or Humor
Execution
Plain
Bad decision
Bud Light has found itself at the center of another controversy as it disabled the comments section on its latest YouTube commercial, “Bud Light Shower Beer.” Released during the NFL Draft, the Bud Light 2023 ad has been accused of pandering to its traditional market in an attempt to regain lost customers following the Dylan Mulvaney scandal.
The commercial features four friends at a country music festival, cracking open cans of Bud Light to the tune of “Chicken Fried” by the Zac Brown Band. The ad is one of several released by Bud Light since its partnership with transgender influencer Dylan Mulvaney, which led to a significant drop in sales as many customers vowed to boycott the beer.
While the ad aims to connect with American country music fans, the decision to disable the comments section on YouTube has sparked backlash on social media. Users are accusing the company of trying to avoid negative feedback and of not wanting to listen to their customers.
This new commercial was released just a day before Mulvaney returned to social media, stating her intention to continue sharing content and expressing a desire to be “non-confrontational and uncontroversial” in her next life.
Bud Light and its parent company, Anheuser-Busch InBev, are still grappling with the consequences of their partnership with Mulvaney. As they attempt to regain their traditional market share, it remains to be seen whether this new ad campaign will help or hinder their efforts.
PROS
- Targeting a core demographic: By featuring a country music festival and a popular song, Bud Light is appealing to its traditional market, which may help rebuild consumer loyalty.
- Reinforcing brand identity: The commercial serves to remind viewers of the fun and social aspects of Bud Light, emphasizing its connection with good times and friends.
- Changing the narrative: Releasing new ads with different themes could help shift the focus away from the recent controversy and put the brand back on track.
CONS
- Pandering accusations: The ad has been criticized for pandering to its traditional market, potentially alienating other consumers.
- Disabling comments: By disabling the comments section on YouTube, Bud Light may appear unwilling to engage with customer feedback, which could further damage its reputation.
- Continued controversy: The ad’s release may not be enough to mitigate the ongoing backlash from the Dylan Mulvaney partnership, and could even draw more attention to it.
