Dylan Mulvaney suggests fresh Bud Light commercial while the brand takes a different path
A Missed Opportunity? Dylan Mulvaney’s Bud Light Ad Pitch Ignored
Imagine the scene: a bustling bar, a cowboy walking in, and at the center of it all, Dylan Mulvaney, offering a refreshing take on an iconic beverage. That’s the essence of Mulvaney’s viral comedic pitch for Bud Light that, unfortunately, seems to have missed the mark with the brand itself. Despite Mulvaney’s efforts, the popular beer company has consciously steered clear of this collaboration.
Mulvaney, who identifies as a woman, has sparked conversations with her presence at the South by Southwest panel, titled “When Beer Goes Viral: The Role of Brands & Media in Fighting Hate.” As the film and music industries come together for a week of innovative discussion, Mulvaney’s narrative brings an added layer of depth to the dialogue on inclusivity and brand responsibility.
“The Healing Power of Humor”
“I think humor can be very healing, and I think it can appeal to both sides,” Mulvaney said, underscoring the unifying force that comedy can play in marketing and beyond.
The ad that never was could have featured an engaging interaction between Mulvaney and a cowboy, both enjoying a Bud Light, concluded with the unifying message: “There’s room for all of us beer drinkers in this town.” Yet, despite the positive reception of such an inclusive tagline, it remains conceptual.
The internet had a taste of what could have been, when a TikTok post by Mulvaney with a customized Bud Light can went viral, accumulating over 4.1 million views. Instead of leading to an official ad, it sparked debate and backlash against the brand.
Bud Light’s Silence Amidst Controversy
Amidst the viral storm, Mulvaney lamented the lack of engagement from Bud Light, feeling sidelined as the controversy unfolded. There was a tangible sense of disappointment from Mulvaney, who felt that brands, including Bud Light, needed to take a stand against hate, comparing their silence to inaction in the face of bullying.
Bud Light’s recent struggles are well-documented, with Anheuser-Busch experiencing a significant dip in sales and losing its top spot in the American beer market to Modelo. This financial hit coincided with internal shake-ups, seeing marketing officials involved with the Mulvaney promotion sidelined and a split from their third-party ad agency.
Anheuser-Busch has since been on a mission to rejuvenate its brand image, with fresh advertisements and a high-profile partnership with the UFC aiming to recapture the hearts—and taste buds—of its customer base.
As SXSW continues to unfold, questions linger around the impact of such a decision on Bud Light’s reputation. Will the brand bounce back stronger with its new strategic moves, or has it missed out on a golden opportunity to align itself with the progressive narratives highlighted by voices like Mulvaney’s? Only time will tell, but one thing is certain: the conversation around inclusivity, branding, and the power of humor is only getting started.
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