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Advertising expert ranks Bud Light's handling
of Dylan Mulvaney fiasco among the worst
brand gaffes in HISTORY and slams 'cowardly'
Anheuser-Busch's 'convoluted' statement
after weeks of silence

Original Article

Posted By: Imright, 4/15/2023 6:24:25 PM

Anheuser-Busch's handling of backlash to its Bud Light brand partnership with transgender influencer Dylan Mulvaney has been branded a historically-bad marketing gaffe by a leading expert. In a Bloomberg Opinion column on Saturday, advertising and brands expert Ben Schott called the Bud Light imbroglio 'a marketing case study for the ages' in 'how not to handle brand collaborations in a dangerously polarized space.' Schott ranked the incident alongside infamous brand 'gaffes' in history, such as the chairman of Barilla pasta's 2013 declaration that he 'would never do a commercial with a homosexual family'.

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Reply 1 - Posted by: buckhorn_cortez 4/15/2023 6:31:11 PM (No. 1448706)
The CEO's statement read like he used ChatGPT to write it and the statement had enough gaslighting to qualify as a natural resource.
23 people like this.

Reply 2 - Posted by: ControlFreak 4/15/2023 7:28:30 PM (No. 1448741)
And thus Bud Light will forever be known as Bud Light in the Loafers.
24 people like this.

Reply 3 - Posted by: EJKrausJr 4/15/2023 7:33:09 PM (No. 1448747)
A-B's DEI score is off the charts. That's all the A-B execs care about. The bottom line? So far the stockholders are silent like crickets.
17 people like this.

Reply 4 - Posted by: Strike3 4/15/2023 7:34:12 PM (No. 1448748)
The New Coke. Disney. The NFL-NBA. Hollywood. Nike. Target. When you suffer from a bad case of Stupid, you can expect a few 11-digit numbers to go missing from your bottom line. Firing some dunce will not close the barn door.
22 people like this.

Reply 5 - Posted by: ChattyCatsSusan 4/15/2023 9:13:09 PM (No. 1448817)
Nobody bought it, and the CEO being a member of the CIA kind of explains the tardiness of his statement in the first place. Minions of the Swamp dither until the last possible second before they explain anything.
11 people like this.

Reply 6 - Posted by: snakeoil 4/16/2023 12:15:09 AM (No. 1448894)
Back in the 1980s Coke launched the New Coke. Only one person like it. Bill Cosby. Old Cos was on every commercial break on tv telling us how much he like this stuff while the rest of the world was pouring it down drains. Today you can't even find The New Coke.
10 people like this.

Reply 7 - Posted by: DVC 4/16/2023 1:36:23 AM (No. 1448912)
Their "explanation" was pure hogwash and explained nothing, excused nothing, apologized for nothing, and ultimately was worth NOTHING. A-B is circling the drain....rightfully.
11 people like this.

Reply 8 - Posted by: DiegoDude 4/16/2023 5:22:08 AM (No. 1448945)
Keep the boycott up. Better yet, start on other brands that are pushing the same crap. Nothing says "screw you" better than losing billions of dollars.
7 people like this.

Reply 9 - Posted by: red1066 4/16/2023 9:29:14 AM (No. 1449027)
I hope the Dutch company that bought Budweiser years ago is jumping for joy over this. Nothing says success like losing billions of dollars in revenue and millions of consumers of your product.
3 people like this.

Reply 10 - Posted by: joew9 4/16/2023 10:10:50 AM (No. 1449064)
It's not like they can fix the error by bringing back Classic Coke.
2 people like this.

Reply 11 - Posted by: Rumblehog 4/16/2023 11:29:59 AM (No. 1449139)
This "dude" is a poster boy for what is wrong in corporations today. The "aura" of the Harvard MBA has erased the concept of working your way to the top through hard work and successive business achievements year over year. This young "stud" CEO has spent more time drinking beer than he ever has managing a beer business. The Harvard MBA has destroyed more solid, existing businesses than it has ever created. They would have increased their beer sales by making an advert of HIM out shooting machine guns, running and gunning in a combat shooting contest, fighting MMA, swimming in the ocean, all before he sits down to a cold Bud Lite. Women love that, and so do the guys. Imagine... I could be a marketing VP too!
4 people like this.

Reply 12 - Posted by: envie_de_france 4/16/2023 12:07:39 PM (No. 1449166)
Not since the Dixie Chicks fiasco twenty years ago has a brand been so out of touch with its customer base. Clueless managers are hired to run what previous entrepreneurs have built. What could possibly go wrong?
5 people like this.

Reply 13 - Posted by: Faithfully 4/17/2023 9:38:58 PM (No. 1450204)
Bud Lite went light in the loafers. Screw them and their executives.
0 people like this.

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