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This ad campaign really got out of hand: US beer brand Bud Light advertised its alcoholic beverage with trans woman Dylan Mulvaney (26), openly alienating many beer drinkers. Bud Light sales in the US have been falling for weeks. According to the report of Beer Business Daily, the decrease in sales was 26 percent in the last week alone. And the trend continues to be devastating. Losses continue to increase.
A culture war is brewing around Bud Light. Conservative beer drinkers, in particular, can’t do anything with a trans woman as an advertising figure – they’re now punishing brewer Anheuser-Busch for that. This could have been avoided, says Diana Brasey, 49, a reputation expert who runs a consulting firm in Zurich: “It seems to me that the group wanted to expand their target audience in a huge step with this campaign. If their clientele includes much older, white, and more conservative men, that’s the case. an advertising campaign should not have been implemented. »
Brasey suspects that those in charge at Anheuser-Busch completely underestimated the scope of the consequences: “If you don’t anticipate that, there may be a problem with reputation management at the company. Or it’s completely absent.”
Anheuser-Busch is the world’s largest beer company. And Bud Light is the most popular beer in the US – yet. Last year, the drink brought the group in worldwide sales of $4.8 billion. If the current trend continues, hundreds of millions of dollars, possibly more than a billion, in sales will be wasted in the US. Then it stumbles to first place as the best-selling beer brand.
Anyone using the wrong strategy or wrong faces for advertising deals can burn millions or even billions of francs financially. German sporting goods manufacturer Adidas is experiencing this right now. The group collaborated for years with American rapper Kanye West (45), who served as the face of the “Yeezy” product line. After repeated anti-Semitic statements, Adidas has terminated its cooperation and expects sales to fall by 1.2 billion euros this year alone.
In 2019, Tesla founder and CEO Elon Musk (51) was rocked by the widely trumpeted announcement in advertisements that the yet-to-be-released Cybertruck had unbreakable glass. Iron balls hitting the windows of the vehicle during a product demonstration had to prove this. But the glass shattered, and Tesla stock fell 6 percent in the days that followed.
A Pepsi ad triggered a major shitstorm in 2017. You can see a “Black Lives Matter” protest in the US where model Kendall Jenner (27) breaks through a chain of demonstrators and gives a can of Pepsi to a police officer. The exploitation of protests against racist oppression and violence has triggered calls for boycotts. Pepsi eventually felt compelled to apologize for the place.
The example of American sporting goods giant Nike shows that controversial ads can also boost sales: In the late summer of 2018, it relied on former NFL quarterback Colin Kaepernick, 35, as an extra for a new campaign. Kaepernick caused a stir during the 2016/17 NFL season with a protest: He fell to his knees while playing the national anthem before the game.
While Kaepernick wanted to draw attention to police violence and racism, many people, especially US President Donald Trump (76), understood this as an open attack on the homeland. Enraged citizens then set their Nike clothing on fire. However, sympathy for Kaepernick outweighed. After the campaign started, sales in the US online store increased by 31 percent.
Anyone using the wrong strategy or wrong faces for advertising deals can burn millions or even billions of francs financially. German sporting goods manufacturer Adidas is experiencing this right now. The group collaborated for years with American rapper Kanye West (45), who served as the face of the “Yeezy” product line. After repeated anti-Semitic statements, Adidas has terminated its cooperation and expects sales to fall by 1.2 billion euros this year alone.
In 2019, Tesla founder and CEO Elon Musk (51) was rocked by the widely trumpeted announcement in advertisements that the yet-to-be-released Cybertruck had unbreakable glass. Iron balls hitting the windows of the vehicle during a product demonstration had to prove this. But the glass shattered, and Tesla stock fell 6 percent in the days that followed.
A Pepsi ad triggered a major shitstorm in 2017. You can see a “Black Lives Matter” protest in the US where model Kendall Jenner (27) breaks through a chain of demonstrators and gives a can of Pepsi to a police officer. The exploitation of protests against racist oppression and violence has triggered calls for boycotts. Pepsi eventually felt compelled to apologize for the place.
The example of American sporting goods giant Nike shows that controversial ads can also boost sales: In the late summer of 2018, it relied on former NFL quarterback Colin Kaepernick, 35, as an extra for a new campaign. Kaepernick caused a stir during the 2016/17 NFL season with a protest: He fell to his knees while playing the national anthem before the game.
While Kaepernick wanted to draw attention to police violence and racism, many people, especially US President Donald Trump (76), understood this as an open attack on the homeland. Enraged citizens then set their Nike clothing on fire. However, sympathy for Kaepernick outweighed. After the campaign started, sales in the US online store increased by 31 percent.
Anheuser-Busch wants to turn the corner with a new advertising campaign. “But that won’t be possible in the short term. Customers are really upset,” says Brasey, hinting at videos on social media. In one, a man flattens hundreds of beer cans in a cylinder. In another, rock musician Kid Rock (52) shoots Bud Light cans with a rifle. is shooting.
“Reputation is quickly destroyed. Repairs take longer now,” says Brasey. “Companies that deal with holistic reputation will have a big advantage in the future to avoid this kind of shit storm.”
The brewery has long been working on projects aimed at contributing to the equal treatment of all employees: Anheuser-Busch scores well on an equity index accordingly. Now the group wanted to give the beer brand a socially liberal twist with an influencer campaign. “With the current target group, this would have to be implemented in a few steps,” the reputation expert says. The group now has to learn this painfully.
Source :Blick
I’m Tim David and I work as an author for 24 Instant News, covering the Market section. With a Bachelor’s Degree in Journalism, my mission is to provide accurate, timely and insightful news coverage that helps our readers stay informed about the latest trends in the market. My writing style is focused on making complex economic topics easy to understand for everyone.
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