Anheuser-Busch is hoping to move past furor over Bud Light with a new ad campaign that focuses on summer activities.
After getting tangled in the nation’s culture wars with asocial-media promotion that included transgender influencer Dylan Mulvaney — a move that unexpectedly resulted in boycotts, diminished sales and a decision to put on leave two marketing executives who oversaw the marketing effort — the company hopes to move on with a new ad campaign that focuses on the many summer activities that present an appropriate moment for the beer, one of the best-known beverages in the United States.
In addition to a broad ad campaign that Allen says will show up on primetime broadcast TV, cable, and sports programming, Anheuser-Busch plans to tap NFL players and country music stars to pitch Bud Light to the masses. Tyler Braden, Seaforth and others will take part in a Bud Light Backyard Tour that brings musicians to intimate locations. And NFL athletes Travis Kelce, George Kittle and Dak Prescott will star in other ads ahead of the the football league’s 2023-2024 season.
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