Where Bud Light Went Wrong

Bud Light really couldn’t find a better VP of Marketing better than Alissa Heinerscheid?

She claims her goal was to “attract young drinkers to come and drink this brand" and "update the ’fratty’ and 'out of touch' humor of the beer company with inclusivity”…

There are so many other creative ways to attract a new demographic other than what this so-called (probably self-proclaimed) marketer did and strategy she wanted to implement.

Let’s take Coors Light latest and ongoing 'Made To Chill' campaign for example.

Here’s an example of a 15 second TV ad targeting a younger, diverse audience in the workforce, especially women.

Here’s an example of a 30 second TV ad targeting a younger, diverse audience as well. Nothing I would ever deem “fratty.”

Here’s an example of a 15 second TV ad targeting people who are concerned with climate change and how Coors Light is making an impact.

Here’s an example of a 15 second TV ad targeting women that doesn’t use the humorous/fratty stereotypes Alissa implied on that podcast interview.

Do better Bud Light. There are so many different ways to grow your brand without alienating your top demographic. This is clearly something your vice president of marketing failed to learn.

But what award do you get for losing your company over $5 BILLION dollars in two weeks? Well, Ad Age’s 2022 40 Under 40 - of course.

Do better Bud Light.