- Bud Light has expanded its “Easy to Drink, Easy to Enjoy” platform with what it’s billing as its biggest summer campaign ever, according to a press release.
- The effort features a 60-second spot, “Easy to Summer,” that’s soundtracked by Chic’s “Good Times” and shall be supported by the brand’s largest media spend to date. In addition to several giveaways through the summer, the brand will even sponsor Bud Light Backyard Tour concert events.
- The sizable seasonal push is available in the wake of a controversy over the brand’s partnership with transgender influencer Dylan Mulvaney that negatively impacted sales.
As promised, Anheuser-Busch (AB) InBev is putting some serious marketing muscle and increased promoting spend behind Bud Light as the corporate looks to rebound from a controversy that knocked the brand off its perch as America’s best-selling beer — a spot it had held for greater than 20 years.
In the weeks and months after its April collaboration with transgender influencer Mulvaney, AB InBev faced boycotts from conservatives and backlash from those that felt the brand responded poorly to the controversy and didn’t do enough to support Mulvaney. The boycotts have cut into Bud Light’s sales and led the marketer to put two marketing executives who oversaw the collaboration on leave.
https://www.youtube.com/watch?v=wg7iiVKJ2CU
The “Easy to Summer” spot looks to help Bud Light get back to the “good times” of the classic disco song that serves as its soundtrack. The 60-second spot is heavy with traditional, all-American summer imagery including coolers on blacktop, fridges filled with Bud Light and limes, awkward tan lines and a number of comical party fouls.
The campaign shall be supported by Bud Light’s largest media spend ever and builds on an “Easy to Drink, Easy to Enjoy” platform established in February with a well-received Super Bowl ad. To extend the campaign, the brand will give away $10,000 weekly to support summer activities, give consumers a probability to win $100 toward their bar tabs and offer rebates over the July 4 weekend.
In addition, the brand will proceed previous music-focused efforts by sponsoring a summer concert tour, the Bud Light Backyard Tour, featuring artists Tyler Braden, Seaforth and others. While tour details haven’t been made available, the brand plans to give consumers a probability to win tickets to the shows.
Bud Light can be looking past summer to what is normally a spotlight of its marketing efforts: the upcoming NFL season. NFL stars Travis Kelce, George Kittle and Dak Prescott feature in latest creative that may debut prematurely of the season, and consumers could have a probability to win memorabilia signed by the players.
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