In an unexpected turn of events, Bud Light, once America’s top beer, is facing a PR nightmare. First, the sponsorship of Dylan Mulvaney sparked controversy, and now, appointing Colin Kaepernick as brand ambassador has led to a billion-dollar drop in sales. It seems stirring the pot can have consequences.
The trouble started when Bud Light sponsored transgender influencer Dylan Mulvaney in April. What seemed like a progressive move backfired when Mulvaney’s Instagram post featuring a custom Bud Light can sparked backlash from right-wing media and anti-trans commentators. Even Kid Rock joined in, filming himself destroying cases of Bud Light in protest.
Florida Governor Ron DeSantis threatened legal action against AB InBev, claiming they associated with “radical social ideologies.” Despite AB InBev’s defense, the damage was done. LGBTQ+ advocates criticized Bud Light for not supporting Mulvaney enough.
To move past the Mulvaney controversy, Bud Light appointed Colin Kaepernick as brand ambassador. The bold move, announced in a flashy press conference, aimed to embody Bud Light’s spirit. But the decision backfired as memes spread and sales plummeted.
Financial analysts were baffled by the billion-dollar dip, wondering if it was the Kaepernick effect. Bud Light’s attempts to boost sales with ads featuring Kaepernick failed, and competitors like Ale’s Well capitalized on the situation with ads promoting apolitical beer.
Kaepernick, however, remained defiant, praising Bud Light’s courage. Despite the unexpected blunder, Bud Light’s decision highlights the unpredictable nature of branding. In the end, it’s a reminder to always expect the unexpected, even if it comes with a hefty price tag. Cheers to Kaepernick, Bud Light, and the joy of satire.
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