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Yes, hindsight is 20/20. As we reach the anniversary of Bud Light’s
marketing blunder, we’ve taken a look back into what really happened to
fuel the iconic brand’s crisis. In the year following Bud Light’s
cancellation, the company faced material backlash from both the LGBTQ+ and conservative communities for their transgression of core brand values.
This amounted to financial repercussions including record low sales as
well as organizational turbulence with the loss of two senior marketers.

In our recently published case study, we use Bud Light to examine how
cancel culture has evolved. We also guide marketers to take proactive
measures to inoculate their brands against moral outrage. We identified
three counterintuitive reasons why Bud Light was particularly vulnerable
to cancellation:

Distinct perceptions still stand within mass appeal. Bud Light held the
top beer spot in the US by being a brand “for everyone.” But by trying to appeal to everyone, it ignored the strength of consumers’ perceptions of
the brand. Perceptions of Bud Light consumers were at odds with the
campaign; backlash was the price paid. Disregarding its core consumers
meant that Bud Light had no devoted fans willing to support it during this downfall.

A campaign’s budget doesn’t dictate its reach. Bud Light’s doomed Dylan Mulvaney “creator marketing” campaign last year was one of the smallest promotions in its mix. But social media virality is a fickle friend: Amplification of marketing messages is no longer in the hands of
marketers. Consumers, creators, and celebrities have the power to share
and engage with content — especially content that triggers a negative
emotional reaction.

Commoditization is a risky business strategy. While Bud Light kept its
audience broad, the company had historically garnered high sales by being
the “safe,” easy-drinking option. Unfortunately, while it maintained its position through key partnerships and mass marketing, the beer market
shrank in total size as consumers traded beer for lighter options such as
hard seltzers. When Bud Light lost favor, it was all too easy for drinkers
to switch to a new brand without the pressure to return to Bud Light for brand-specific convenience, price, or taste.

Timely and socially relevant marketing campaigns can be a great way for
brands to help their consumers celebrate and feel a sense of community and connection. While Bud Light’s fallout with the LGBTQ+ community happened
over a March Madness fiasco, the lessons learned remain particularly
relevant for brands wishing to engage with other upcoming cultural events,
such as Pride Month this June.

Forrester clients can read the full case study here, or schedule a
guidance session to chat more.

https://www.forrester.com/blogs/one-year-since-bud-lights-marketing- blunder-what-did-we-learn/

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