Bud Light can’t win for losing these days, airing a new commercial that exploded in mockery and derision from online users who happily pointed out the boneheaded, inadvertent move of depicting the company’s failure to address its decision of crawling into bed with transgender Dylan Mulvaney.
For two months in a row now, Modelo Especial has dethroned Bud Light as the nation’s top-selling beer brand. Demand plummeted for Bud Light ahead of the crucial Fourth of July holiday and parent Anheuser-Busch’s other beer brands also took a turn for the worse, according to Bump Williams Consulting and NielsonIQ data. Bud Light sales plunged 28.5% for the week ending July 1. The New York Post reported that’s only slightly worse than the 27.9% decline they suffered the previous week.
Attempting to staunch the bleeding, Bud Light decided to release a new commercial on Sunday. It takes tone-deaf to a whole new level. Not only can Bud Light not read a room, the company evidently lacks all ability to realize what they’ve done to themselves.
The commercial shows a female picnic-goer devouring a watermelon while tornadic winds send others running for cover as paper plates and cans of Bud Light are sent flying. It’s the perfect allegory for the storm engulfing Bud Light.
It’s fine, this is fine pic.twitter.com/wrm8MwtSqn
— Bud Light (@budlight) July 9, 2023
The woman wolfing the watermelon obliviously ignores the chaos swirling around her and keeps on chowing down as if nothing is happening.
“It’s fine, this is fine,” the caption reads, mimicking a popular meme that depicts a dog drinking coffee while his home is engulfed in flames.
And the company gaffed a second time on Monday, posting on Twitter a GIF animation of a beer can being cracked open.
“The best beer is an open beer,” the caption on the tweet proclaimed.
The best beer is an open beer pic.twitter.com/OESFCgVxRv
— Bud Light (@budlight) July 10, 2023
One commenter snarked, “Based on your declining sales and market share, the best beer is literally anything else.”
That was appropriately and astutely posted with a photo of a bottle of Modelo Especial.
Based on your declining sales and market share, the best beer is literally anything else pic.twitter.com/gceq3TPsXy
— Mandolango (@Chilango83) July 10, 2023
Even worse for Bud Light… it has reportedly received the “star of death” from Costco and allegedly won’t be restocked, according to Newsweek.
COSTCO says… STAR OF DEATH for Bud Light * it will not be restocked. pic.twitter.com/hWYTXEckDA
— SHARKINTHEWATER (@s_h_a_r_k_e_y) July 11, 2023
Images posted to Twitter showed the price tags for Bud Light beer at different Costco stores, all marked with the “star of death.” One of the pictures shows the beer being sold at $14.97 for a 2 x 12 pack, which a Twitter user said was Costco “practically giving away Bud Light.”
At Costco this morning, practically giving away Bud Light. pic.twitter.com/tsyymCZjT5
— colleen (@plineytheelder) July 1, 2023
Even Costco is getting out of the game… pic.twitter.com/cUHE0CnPzr
— Brian Henderson (@aztraveldude) July 3, 2023
The new Bud Light ad earned a scathing reaction on Twitter and rightly so:
But it’s not fine – your stock has lost 4 billion dollars and you’ve got employees that planned their lives around this company wondering if they’ll have jobs as they consider if they can afford their kids Christmas wish list this year.
If Brendan Whitworth doesn’t want to…
— Greg J. Marchand MD (@MarchandSurgery) July 10, 2023
Your beer seems defective.
Perhaps bankruptcy is in your future.
— JD Rucker (@JDRucker) July 10, 2023
I don’t need anymore trans fluid
— Spence Rogers (@SpenceRogers) July 11, 2023
Is this a video of your marketing department?
— SETH WEATHERS (@sethweathers) July 9, 2023
We’re getting an inside look at Buds corporate office today. After talking with representatives, they say “It’s fine, this is fine!”
— Keith Murphy (@Keith1972murphy) July 9, 2023
You just keep trying…the only thing going up is the ratio, as the sales continue to go down. Whoever is advising you, it’s probably time for a change.
— Bob Brandt – ️(BBQ & Trading ™) (@optionsbbq) July 10, 2023
Sorry, @abinbev, but @budlight was forever damaged because your brilliant marketing dept., CEO and ultimately your BoD thought it was wiser to transition away from your customer base and toward an unwise fashion trend similar to tab collars, bell-bottom pants and rayon ties.
— William (@ChurlishPhil) July 9, 2023
— Lord Jeffrey (@LordJeffrey85) July 9, 2023
Uhhhh…nope. We are done with you pic.twitter.com/b9DcKhlrLV
— Skip Solis (@s_solis44) July 10, 2023
This brand seems to have hit rock bottom…
— Michael Shane Stacy (@chi_bears4life) July 9, 2023
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