Running Head: BUD LIGHT CONTROVERSY
Maccarini Background
Bud Light has been engulfed in controversy since April 2023 when it formed a partnership with Dylan Harbin, a transgender activist and drag queen known as "Luscious." The collaboration was
part of Bud Light's "Pride" campaign, aimed at supporting the LGBTQ+ community during Pride
Month (Ceron, 2003). However, the partnership faced criticism from conservative groups who accused Bud Light of promoting "transgenderism" and "drag culture" to children. This backlash coincided with the introduction of proposed legislation by Republican state lawmakers seeking to
regulate the lives of young transgender individuals, restrict drag shows, and require schools to disclose information about transgender students to their parents (Holpuch, 2023).
Company Response
Initially, Anheuser-Busch, the parent company of Bud Light, responded by placing the top leaders in their marketing division on leave. However, the CEO publicly stated that the company never intended to contribute to divisive issues, particularly those currently under intense scrutiny in the United States. This statement was evidently an urgent attempt at damage control aimed at mitigating potential economic losses.
Relationship with Marketing Principles
This incident serves as a clear example of a flawed marketing strategy, disregarding several fundamental principles covered in the course. One of the most significant shortcomings was the brand's decision to align itself with a political agenda. Bud Light appeared to be influenced by the ongoing social issues associated with the "woke" campaign and failed to adequately understand its own customer demographics (Tucker, 2023). Instead, the company took a considerable risk in hopes of being among the first traditional brands to embrace the "woke" culture. The brand's current losses highlight the fact that the majority of their traditional customers were not prepared for the company's new market direction (Fickenscher, 2023). This shift has resulted in a decline in sales, causing Bud Light to lose its position as the top-selling beer in the US after more than a decade (Durbin, 2023).
In my analysis, there were several errors made by Bud Light:
1.
Lack of Customer Understanding: Bud Light failed to thoroughly understand its customer
base and their preferences. The decision to embrace a controversial partnership and align with a political agenda did not resonate well with their traditional customer demographic.
This misalignment resulted in a loss of customer loyalty and a decline in sales.
2.
Neglecting Market Research: Bud Light appears to have neglected proper market research and analysis. They failed to anticipate the potential backlash and negative reaction from conservative groups and overlooked the fact that their traditional customer base may not be receptive to the "woke" culture. This oversight led to a miscalculated marketing strategy.
