'Joke's on them': Bud Light trolled as beer brand banks on Super Bowl to launch comeback after disastrous sales year
LOS ANGELES, CALIFORNIA: Bud Light, the beer brand synonymous with the NFL, is making a spirited comeback after a tough phase characterized by a substantial sales decline due to an ill-fated marketing stint with Dylan Mulvaney.
On Thursday, January 25, the beleaguered beer brand unveiled a sneak peek of its forthcoming Super Bowl LVIII commercial, pledging to broaden its 'Easy to Drink, Easy to Enjoy' campaign.
This development reportedly marks a significant return to the brand's fundamental ethos, after a prolonged boycott led to it losing its crown as the top-selling beer.
Bud Light banks on Super Bowl to launch a comeback
Bud Light parent company Anheuser-Busch stated, "The brand is back with a humorous spot introducing a new character to the Bud Light universe and some familiar faces from the platforms the brand has been passionate about for years."
Going by the advertising rates from last year's Super Bowl, the 60-second commercial could potentially set Bud Light back by a staggering $14 million, per Daily Mail.
The teaser, spanning 12 seconds, kicks off with a close-up shot of a quilted Bud Light jacket, worn by a mustachioed man donning sunglasses, all set to the tune of Steppenwolf’s Magic Carpet Ride.
Following a sudden white flash, the scene transitions to a man sporting a Denver Broncos jersey with the number 18 - identical to the one worn by Peyton Manning during his tenure with the team. He poses the question, "Are you?"
The visuals then swiftly shift to the Super Bowl LVIII logo, followed by the Bud Light logo, accompanied by an enthusiastic voice in the backdrop exclaiming "Let's go."
"The Super Bowl is advertising's biggest moment, and our goal is to once again captivate our audience when the world is watching," stated Kyle Norrington, Chief Commercial Officer, Anheuser-Busch.
"We're showing up big time in this moment that matters for our beer drinkers and football fans across the country through unmatched creative storytelling, seamless trade integrations, record-breaking consumer sweeps, robust media plans, and on-the-ground activations," he added.
Internet reacts to Bud Light's new ad teaser
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Anheuser-Busch reportedly witnessed a significant drop in sales, losing $390 million in the second quarter compared to the previous year.
Despite concerted efforts to revive sales, including a marketing campaign featuring NFL stars, Bud Light’s sales had not bounced back by December.
In the four-week period ending on December 9, retail sales of Bud Light were down by 28 percent compared to the same timeframe in 2022.
In a bid to regain momentum, Bud Light collaborated with NFL icons Peyton Manning and Emmitt Smith for a commercial that has been aired in the run-up to the 2024 Super Bowl.
The humorous Super Bowl commercial has elicited funny reactions online, with one user commenting, "Yeah, the joke is on Bud."
"They will never learn, you need to have folks think you have moved on from that disaster," said another.
"Everything they do is humorous," added another.
"Not gonna end well," stated another.
"Give up already, you're done here Bud light," remarked another user.
"Is this supposed to win back your customers?" asked a user.
They will never learn, you need to have folks think you have moved on from that disaster
— Ken Harford (@harford_ken) January 25, 2024
Is this supposed to win back your customers?
— patriotsdotwin “Cyber-Criminal” (@Shifu_Snake) January 25, 2024
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