Welp, here Bud Light goes again. The embattled brand — once the top-selling beer in the country — is returning to the Super Bowl with a huge ad buy in yet another bid to get past the transgender influencer Dylan Mulvaney disaster that saw once-loyal customers abandon the brand in droves.
But now, Bud Light parent Anheuser-Busch InBev will reportedly run a 60-second ad and a 30-second ad during this year’s Super Bowl that the company hopes will lead to a comeback after a nationwide boycott in 2023 led to a freefall in Bud Light sales.
At the end of 2023, according to sales consulting firm Bump Williams, Bud Light was down 28.9 percent in sales year-over-year, while the new top-selling beer, Modelo Especial, was up 15.1 percent in the first weeks of 2024.
Kyle Norrington, Anheuser-Busch’s chief commercial officer, talked about the “massive reach” of Super Bowl ads.
We need to…
