Short excerpt from a YouTube video criticizing Bud Light’s marketing decision to engage with gender/transgender narratives. Speakers argue the move alienated Bud Light’s core consumers (described as frat bros, backyard BBQs, sports-bar viewers) and label the campaign a major corporate blunder that damaged the brand’s standing among its primary male audience.
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Bud Light used to be the go to college beer. It got decimated here. It's no longer that beer. It's a beer with a sordid past. When you go into gender narrative on a beer which is primarily consumed by men, maybe you should have thought a little bit about that in reading that room.
I think this whole thing with Bud Light is going to go down in history as one of the biggest corporate blunders of all time. I mean, talk about not understanding your client avatar. I tell my clients all the time, you need to understand your client avatar. And a big part of the process of working with them is figuring out who that person is that we're trying to communicate with. And then how do we create a narrative around this brand that aligns with what that customer wants to see? So if I'm working with Bud Light, I'm trying to create kind of bro y narratives around their brand, because those are the types of guys that are drinking Bud Light. It's frat bros. It's dudes barbecuing out in the backyard. It's guys going to the football game or watching the game on the TV at the sports bar. Those are the guys drinking Bud Light. And you know who doesn't generally care about transgender issues? Those guys.
