Welcome to the nearly weekend. It’s gonna be May. So let’s get into more of April’s big brand shakeup before it’s too late.

Bud Light Faces Fallout After Standing By Marketing Tactic

Three weeks ago, Bud Light launched an ad with influencer Dylan Mulvaney. The ad appeared on Mulvaney’s Instagram and had her showing off a Bud Light can with her image on it as a means to celebrate her 365th day of girlhood. When pushback occurred from a portion of Bud Light consumers, CEO for Anheuser-Busch Brendan Whitworth released a statement sticking by the marketing decision, stating, “We never intended to be part of a discussion that divides people. We are in the business of bringing people together over a beer.”

But since the release of the statement, two of Anheuser-Busch InBev’s marketing executives have taken leaves of absences, and a source told The Wall Street Journal the leaves weren’t voluntary. This comes as Bud Light sales dropped 17% by value for the week ending April 15—a decline that’s “rough” but “not catastrophic.”

For Anheuser-Busch, inclusivity came at a price. In the long run, the beer brand will most likely come out on the right side of history, but its current controversy has placed it “in the center of the culture wars in a way that no company could possibly want to be.” It’s a difficult situation—sticking by your values while they may differ from your target market’s. It’s a worthwhile facet for any brand to consider pre-emptively.

Brands Prepare for Cinco de Mayo

For many U.S. citizens, Cinco de Mayo has incorrectly become synonymous with Mexican Independence Day (which is actually September 16). But it has also become an important day for Mexican-Americans to celebrate their heritage. As such, it's transformed into an unofficial annual holiday and certain brands are cashing in on the added day of tailored marketing campaigns.

For the third year in a row, Tequila brand Don Julio is running the “It’s on Don” campaign, providing imbibers Don Julio Cincos or $5 vouchers for its tequila. Since May 5 falls on a Friday this year, Avocados From Mexico® launched “Cinco de Weekend” in partnership with CokeZero to keep the party going all weekend—and includes a sweepstakes to win twelve weekend getaway trips.

On the whole, marketers have moved past the cringey “Cinco de Drinko” days of yore and are embracing cultural-sensitivity. As such, we’re seeing Cinco de Mayo campaigns that make sense and celebrate Mexican-American culture instead of exploiting the day. Besides, other brands always have Star Wars Day or “May the 4th be with you” to get in on.

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Around the Web

• Amazon Advertising's Amazon Publisher Services is increasing buyer fees.

• HARIBO is giving only good news for National Gummi Bear Day.

• Google’s ad revenue drops slightly from $54.66 billion during the year-ago period to $54.55 billion.

• Snickers is releasing a limited-edition ice cream bar with NFL prospect Bryce Young.

• Meta usage increased in Q1 with 2.99 billion monthly active users.

Just Can’t Get Enough

Sleep—and by extension, “sleep divorce.” Defined as sleeping separately from your partner to secure maximum rest, people are now trading in spooning for those Zzzs.

• Experts say it is, in fact, beneficial without signaling relationship problems.

• But sleep issues should always be broached to professionals to search for underlying problems or conditions.

• Either way, TikTok is intrigued.

Is your brand celebrating anything the first week of May? Did April treat you well? Reply and let us know!

Thanks for joining us, and we’ll see you in May (a.k.a., Tuesday)!