Bud Light’s brand recovery fumbles with NFL legend partnership
Two NFL Legends and a Struggling Beer Brand
When it comes to NFL legends, Peyton Manning and Emmitt Smith are at the top of the list. Manning, known for his incredible quarterbacking skills and charming personality, has won multiple Super Bowls and MVP awards. Smith, on the other hand, was the star running back for the Dallas Cowboys during their dominant run in the 90s.
These two icons have incredibly high favorability ratings, making it difficult to tarnish their reputations. However, Bud Light, the struggling beer brand, has managed to do just that.
After a controversial partnership with transgender influencer Dylan Mulvaney, Bud Light has been fighting an uphill battle to win back fans. While they have secured high-profile endorsements, it seems that the sentiment among the general public remains negative.
In their latest attempt to recover their brand, Bud Light enlisted the help of Peyton Manning and Emmitt Smith in a 60-second ad. The ad showed the two legends enjoying cans of Bud Light at a bar, but the response from viewers was less than enthusiastic.
Still not drinking
— Westcoastnats4 (@westcoastnats4) December 1, 2023
One viewer expressed their continued refusal to drink Bud Light, and the brand responded with a promise of a cold one when they change their mind. However, this response only fueled the anger of former fans who felt betrayed by the brand.
You’ll have beer waiting that *we* have to purchase, but no apology—which would cost you NOTHING—for how you treated your customer base?
…but we *do* know there is a cost, don’t we? You sold yourselves out.
— Doing what I can (@Erick_7527) December 1, 2023
You could give it to me for free & I still won’t drink it.
Yuengling Lager is my go-to brand.
Go woke, go broke.— Mark Ianni (@RockSteady270) December 3, 2023
This is really simple to fix, but I guess you’ve chosen your hill. Bye, BL.
— Mike Jones (@MikemanCommeth) December 3, 2023
It’s clear that Bud Light’s attempts to recover their brand have fallen flat. The company is hoping that with time and more celebrity-filled ads, people will forget or forgive their missteps. However, for now, it seems that nobody wants to be associated with the struggling beer brand, regardless of the Super Bowl champions they bring on board.
Read more: Bud Light Fumbles While Trying to Recover Brand by Teaming Up with NFL Legend
Source: The Western Journal
How did the public react to Bud Light’s ad featuring NFL legends and did it change their opinion of the brand?
Bud Light, indicating that the ad did little to change their opinion. This sentiment was echoed by many others on social media platforms, with comments such as “Not convinced” and “Still not impressed” dominating the conversation.
It is clear that Bud Light’s association with these NFL legends did not have the desired effect of improving their image. Many speculate that this may be due to the incongruity between the reputation of Manning and Smith and the struggling beer brand. Both athletes are widely respected for their accomplishments on the football field and their personal integrity, while Bud Light has been struggling to compete in an increasingly saturated market.
Furthermore, the controversy surrounding the partnership with Dylan Mulvaney also played a significant role in the negative response. Many fans felt that Bud Light was using Mulvaney as a way to exploit a marginalized community for their own gain, rather than genuinely supporting diversity and inclusivity. This backlash further eroded the brand’s credibility and resulted in a loss of trust among consumers.
In today’s highly competitive market, it is crucial for brands to align themselves with values that resonate with their target audience. Bud Light’s attempt to leverage the popularity of NFL legends may have seemed like a smart move on the surface, but it ultimately proved to be ineffective in restoring the brand’s reputation.
Moving forward, Bud Light needs to reevaluate their marketing strategies and focus on rebuilding trust with consumers. This may involve distancing themselves from controversial partnerships and instead investing in initiatives that genuinely support diversity and inclusivity. Furthermore, they should consider targeting a specific niche within the market and differentiate themselves from their competitors with unique offerings and brand messaging.
Ultimately, the success of Bud Light will depend on their ability to adapt and evolve in a rapidly changing industry. While the brand may have stumbled in their attempt to leverage the fame of NFL legends, there is still potential for them to regain their foothold in the beer market. It will require a thoughtful and deliberate approach, focusing on building authentic connections with consumers and delivering a product that meets their expectations. Only time will tell if Bud Light can overcome their current struggles and once again become a force to be reckoned with in the beer industry.
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