Posted on 04/13/2023 5:29:45 AM PDT by MtnClimber
Something about the sudden shift in marketing strategy for Bud Light doesn’t pass the smell test.
An iconic brand that, based on some of the best commercials you’ll ever see, never ceased to hit the target of its intended customers has, overnight, decided to abandon those customers and dollars are "fratty and out of touch," and go after… What exactly? We do not really know.
Thomas Lifson showed us the video of Alissa Heinerscheid, vice president of marketing for the Bud Light brand, try to explain her strategy. I am sorry, but when explaining a marketing strategy for beer it seems both intentional as well as awkward and discomforting to see her children’s artwork posted behind her. Beer and children just do not mix.
The result of that strategy should not have been unexpected. Bud Light sales are in the toilet. Overnight. A viral video shows Bud Light sitting untouched in a store’s cooler. 🤣 This is real! I went to my local store, and she said they haven't sold a 12-pack or 30-pack of Bud Light this whole week! #BudLightWentWoke #budlight
I contend, therefore, this was not the biggest blunder in corporate marketing history. Anyone could have seen what was going to happen. To believe this strategy wasn’t market-tested before going full steam ahead is like believing Russia helped Trump win an election, or something like that.
As fast as Bud Light sales tanked, it didn’t take long for Chasten Buttigieg to criticize everyone who boycotted the brand. His tweet: “If you’re upset about a beer company supporting civil rights, you might want to start bottling your tears. LGBTQ people drink water, too. Gonna boycott that next? 11:59 AM · Apr 8, 2023”
(Excerpt) Read more at americanthinker.com ...
Too bad they’re all not as self aware as she was, right?
Free tranny fluid with every bud light purchase
The largest marketing companies in the USA are on Madison Avenue/Manhattan/NYC. Except, they people working there are not like Don Draper of Mad Men anymore. They are all the graduates of the marketing at some place like I went (Syracuse University).
These people live on Long Island, CT, NJ and in the city. They live in very small apartments or take the train to work.
They do not drink Bud Light. As the VP of the brand stated, she wanted to promote the brand to people other than “frat boys”. To stop its decline in sales. The problem is she doesn’t understand the market segment that drinks Bud Light.
First of all. 80% of beer is consumed by MEN. The women that do drink Bud Light are younger women that are college age. The MEN that drink Bud Light are typically younger guys in their twenties and blue collar guys that will not pay up to get a better beer.
The biggest change in beer consumption over the last 30 years is the market penetration of micro brew beers. This has led to a lot of guys drinking IPAs. My 39 year old son in law drinks all those IPAs that I HATE.
So, the real problem with Bud Lights decline is that there are better options to drink. Their competition is not the IPAs as much as it is Miller Lite, Coors Lite, Corona Lite, Labatts Blue Light and all the other crappy light beers that have taken a segment of their market share.
As I have stated on previous threads, I would occasionally have a Bud Light draft at my local watering holes because the only other choices were 7 different IPAs, Guiness and the Sam Adams seasonal. Most bars here in NH(except Mexican restaurants) always had Bud Light on draft because there is brewery right down the road in Merrimack.
This VP of ABV made a mistake they teach you in Marketing 101. Never alienate your core market segment. She and whoever above her on the executive level that approved this marketing strategy should be fired because they very well may have destroyed what in Marketing 101 was referred to as a CASH COW.
“Females are making decisions for males?”
I’m sure that’s part of it, but there is another reason why marketing executives are so out of touch with consumers: Censoring “hate speech” has driven truth underground.
The “woke” movement punishes people for saying how they really feel. You can literally lose your job. You can lose life-long friendships. You can become the victim of verbal and physical abuse.
There is a guy where I work who thinks he’s turned himself into a girl. He dresses like one, acts like one, who knows what surgeries and hormone therapies he has undergone. And I must say, if I didn’t know better, I’d think he was a girl. Well, the voice isn’t very convincing, and the mannerisms are more gay than feminine, but strangers think he’s a girl.
Anyway, the point is - everyone at work knows he’s a guy (that’s hundreds of people) but they all go along with the charade. They all call him by his new name. They all refer to him as “her” or “she”.
Some do it out of fear. Some do it because they think it’s the right thing to do or the compassionate thing to do. I doubt there is anyone dumb enough to think a male can become an actual female…
So, here you have a guy using the ladies room - and zero complaints. I’ve heard complaints in private conversations with my close friends - but no one complains openly - even me. It’s just not worth it.
Hundreds of people going along with a lie and not a single peep from anyone.
When the truth can be suppressed that completely, is it any wonder that marketing surveys no longer reflect true consumer sentiment?
A pod cast I watched a couple days ago pointed out that ABVs ESG score was the lowest of any major beer producer.
That Heineken’s ESG score was about double what ABVs was.
I have the NFL, NBA, MLB, and NASCAR as my evidence this is exactly what will play out.
The Left wants you to believe that. Major league sports and NOOSECAR have done irreparable damage to their brands and have lost billions that will never be recovered. The NFL Super Bowl alone lost 12 million viewers between 2011 and 2019. These sports are now selling out to legalized gambling for short term gains.
Lest no one think that the leagues can't wither, look at boxing. At one time it was the most popular sport in the U.S. Now it's a mere shell of what it once was.
This is the way
” 80% of beer is consumed by MEN. The women that do drink Bud Light are younger women that are college age. The MEN that drink Bud Light are typically younger guys in their twenties and blue collar guys that will not pay up to get a better beer.”
Why do you not like IPAs?
The light beers never really have any taste - waste of money for me.
AB - we did a pitch for a Data analytics project for them once, but they rejected it for the cost. They are all about lowest cost, cutting any and all frills.
To me Bud light could only win by saving on advertising
A more apt comparison would be the Bud Light tranny campaign and the Woke-a-Cola "Be Less White" campaign.
Both of them said, "we're losing money so let's insult core beliefs of our current customers for short term gains from the controversy".
Tranny is blackface against women.
to redeem the brand at this point
You should be a marketing VP. … Sadly for AB and Bud Light, they are not half as smart nor clever.
FYI, i drink Guinness if I’m drinking beer.
BTTT
“Very likely one person with an activist ideology who placed that ideology above their responsibilities to the company they are there to benefit.”
Yes, and I would add that this activist person may have deliberately been placed there on a mission to sabotage an iconic American beer. Bud Lite was a brand that was associated with the all-American-beer-drinking-country-music-loving white MAGA man or woman. A perfect target for an infiltrated hit within.
The Corporate Equity Index (CEI)
https://www.hrc.org/resources/corporate-equality-index-criteria
is a part of the Human Rights Campaign (HRC)
These organizations are in the “protection” business with their targets at the financial choke points like Black Rock, Fidelity, Vanguard etc.
Between ESG, CEI, and probably other entities, companies are being extorted to raise their “scores” in order to get investment capital.
I do not like the bitter Hoppy flavor. Too much hopps.
My favorite beers are:
Dos Equis Amber, Dos Equis green bottle, both Modellos, Sam Adams lager, Yuenleng lager, Labattes Blue, basically any Lager beer.
I also like wheat ales such as Cold Snap, Blue Moon, Shock Top and other wheat beers.
But here is my favorite beer in the world:
https://www.weihenstephaner.de/en/our-beers/wheat-beer
Hefe Weissbier
and
https://www.weihenstephaner.de/en/our-beers/original-helles-1
These are all classic BAVARIAN BEERS. Made the same way since 1040. Yes, for almost 1000 years. All of the above beers made in the Americas are a copy of this brewery. Including Dos Equis that was started in Mexico by German immigrants.
I looked her up (Katy Winters) and she’s not half as obnoxious as Flo from that car insurance company.
I prefer wheat beers myself. Allagash White from Maine is probably my favorite, Duvel has a brewery in Cooperstown and makes Ommegang White as well. https://www.ommegang.com/about-us/brewing-history/ BTW, where do you buy Hefe Weissbier
Keep in mind that:
Anheuser-Busch (Anheuser-Busch). Adolphus Busch the creator of Budweiser originally came from Germany to America in the late 1850’s.
Budweiser is a German Lager Beer
I was there and don't remember that. It's an obnoxious commercial, but typical of the era. But I learned early to tune the drek out.
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