I know some really good marketing folks.
That said, to your comment, may I present Exhibit A: Ms Heinerscheid's own words when she focused on Bud Light's "more resonant and meaningful" Super Bowl commercial
25:11..."Yeah! I....I think number one...you know...I'm a businesswoman...I had a really clear job to do, when I took over Bud Light. And....it was...this brand is in decline, it's been in decline for a really long time. And if we do not attract...young drinkers, to come and drink this brand, there will be no future for Bud Light. So I had this super clear mandate. Like, we need to evolve and elevate, this incredibly iconic brand. And...my...what I brought to that, was a belief in...ok, what does "evolve and elevate" mean? It's means INCLUSIVTY. It means shifting the tone. It means having a campaign that's truly inclusive and feels lighter and brighter and different and appeals to women and to men. And representation is at sort of at the heart of evolution. You've got see people who reflect you, in the work. We had this hangover...I mean...Bud Light had been...kind of a brand of...fratty...kind of out of touch humor...and, it was REALLY important that we had, another approach.
Now, contrast this S-show with New Coke. When that flopped, they immediately did a mea culpa and rolled out Coke Classic.
We will be reading about this f-up for decades.