In April, as part of a brand partnership, Bud Light sent cases of beer to transgender influencer Dylan Mulvaney, one of which featured her face. This led to the dramatic drop in revenue. However, the influencer’s post about a brand giveaway sparked controversy, leading to boycotts from consumers who disapproved of the union and criticism from those who disapproved of Bud Light’s response, which resulted in the company withdrawing from its previous commitment.
Bud Light released a new television commercial on Thursday titled “Easy to Summer,” which is set to Chic’s hit song “Good Times” from 1979. The campaign, which Anheuser-Busch, the parent company of Bud Light, has dubbed “Bud Light’s biggest summer campaign ever,” is much larger than the ad.
The country music singers Seaforth and Tyler Braden will headline the “Bud Light Backyard Tour” that the company is launching. Additionally, Bud Light is collaborating with NFL stars Dak Prescott, George Kittle, and Travis Kelce to produce digital content in advance of the upcoming season.
Anheuser-Busch is also running a contest to win $100 off a bar tab as part of the summer campaign, giving away $10,000 every week, offering rebates over the Fourth of July weekend, and giving away $10,000 every week.
Bud Light vice president Todd Allen stated to Variety, “We want to show up in all relevant occasions in the summer — backyard barbecues, stadiums, and sports venues.” That is what matters, and that is what we are concentrating on.
Allen added that Anheuser-Busch’s “already weighty” media investment behind Bud Light has “more than tripled.”