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Bud Light sticks by their influencer partnership

Even when customer values differ

April 18, 2023

Welcome to the almost-end-of April. This month really zipped by. Probably because of all the brand drama.

Customers Boycott Bud Light for Standing by Choices

Bud Light’s partnership with influencer Dylan Mulvaney has resulted in a backlash and a boycott from a particular demographic. The original ad appeared on Mulvaney’s Instagram and featured the influencer showing off Bud Light’s can with her on it to celebrate her 365 days of girlhood. The situation serves as a case study for controversy management for marketers.

In response to the boycott and general upheaval, CEO for Anheuser-Busch Brendan Whitworth released a statement stating, “We have thousands of partners, millions of fans and a proud history supporting our communities, military, first responders, sports fans and hard-working Americans everywhere….My time serving this country taught me the importance of accountability and the values upon which America was founded: freedom, hard work and respect for one another.”

 Our Take ➞ 

Whitworth’s statement is a great example of a brand reinforcing its values and sticking by its choices. Unfortunately, the Bud Light-drinking demographic might not share those values—the boycott has resulted in a sales decline that’s “rough” but “not catastrophic.”

Shake Shack Augments Reality to Attract Customers

Another company is integrating the digital into the tangible. Shake Shake’s out-of-home campaign takes consumers on a truffle hunt throughout New York City. Participants snap a shot of QR codes found in various NYC locales for the chance to win $2,000 and promo codes for the restaurant. This comes after Tripadvisor’s augmented reality campaign promoting San Diego tourism used a similar tactic.

Recently, BodyArmor employed out-of-house digital ads with Jennifer Lopez to enter markets other than fitness by encountering potentially thirsty customers on-the-go and in need of a beverage. Shake Shack seems to be handling the other side of this demographic—anyone out in the world who may not have eaten enough before they left home.

 Our Take ➞ 

More and more advertisers are trying to reach people on-the-go as the world opens up—and not just for travel brands. It seems to be the new go-to for food, beverage, and lifestyle, too. After all, it pays to meet the customer where they’re at, and these days, consumers are re-entering the world in droves.

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Around the Web

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Just Can’t Get Enough

Jury Duty. No, not your civic responsibility—the mockumentary-style show where everyone’s an actor, who knows the court case is fake, save for one of the “jurors.”

Do your brand’s values align with your customers’ values? Are you planning OOH ads? Are you a fan of Jury Duty? Reply and let us know!

Thanks for joining us, and we’ll see you Thursday!