The panel “The Big Money Show” discusses the supposed agreement between Bud Light and actress Sydney Sweeney.
A former Bud Light consultant at the origin of some of the biggest advertisements in the company explains how he thinks that the brand has lost and what they can learn from Sydney Sweney advertising from American Eagle.
John Immeete, who worked as creative director of the DDB Chicago group from 1995 to 2005, was the source of some of the emblematic bud light spots, including the Real Men of Genius campaign, Fox News Digital told the redemption by Inbev to a turning point for the brand.
“When Inbev took over, they acted as if they knew everything better than anyone. They had their own way of doing things. There was a famous quote that they had with guys at a meeting where they showed all the work that had been done in the past and there were a lot of Clyde sales advertisements that were quite famous. Someone at Inbev said:” Tell me, how do I have to sell me? It’s like you don’t know, you don’t know. “
The Z generation breaks the traditional beer rules with a new icy trend that some call “refreshing”
A former creative consultant of Bud Light spoke on the big marketing error of Bud Light. (Alexa Moutevelis/Fox News Digital/Fox News)
Immesete, who has just released a documentary “Once There was a Brewery” which traces the history of Bud Light and what led to their catastrophic partnership with Dylan Mulvaney, said that the success of the brewing company can be attributed to the philosophy of its co-founder Adolphus Busch according to which “to make friends is our business”. He said that by associating with Mulvaney, a transgender influencer, the brand had unnecessarily alienated many of its fans and a large part of the country.
“I do not think that the fiasco of Dylan Mulvaney was necessarily due to the fact that it was a trans person. I think it was because they did not do him service by really giving him a bad scenario. It was a bad execution,” Immesete told Fox News Digital, “that did not correspond to the character of the brand at all. To make friends is our business. Fourth wall.
Bud Light sparked a national outcry in 2023 after Mulvaney published an advertising spot for Bud Light on social networks. Boycotts followed and InBev, which bought Anheuser-Busch in 2008, immediately suffered a loss of market capitalization of $ 4 billion. Bud Light has lost its best -seated beer place in retail in favor of Modelo.
The new text logo only of Cracker Barell is “how to destroy a brand to you”, demand criticism
Immeete called Mulvaney advertising marketing as great disaster. (ABC / Fox News screenshot)
The problems of the beer manufacturer have worsened when the director of the advertising of Bud Light, Alissa Heinerscheid, who left the company following disastrous advertising, said that the Bud Light brand was categorized by “a crude and disconnected humor” in an interview in 2023. Immesoete said that her comments had potentially done more herself.
He feared that Mulvaney’s advertising had caused irreparable damage to the Bud Light brand.
“I do not know if they will one day be able to come back after being considered the greatest disaster in the history of marketing advertising,” Immesete told Fox News Digital.
Immesete compared the Mulvany advertising of Bud Light with the Sweeney advertising of American Eagle, who saw the blonde and busty actress put on jeans American Eagle with the slogan “Sydney Sweeney has good genes”. This advertisement also sparked a storm on social networks, but in this case, Immesete said that the negative reaction had in fact helped the brand.
Click here for more media coverage and culture
Immesete said Sydney Sweeney’s advertising was much more effective than Mulvaney’s advertising. (American eagle)
“The hatefuls have in fact fueled its popularity. I think that many consumers in this particular case did not agree with the hateful, and that propelled it even further. I am sure that American Eagle is happy to have made this advertisement. People who did not like it were probably not their consumers at the start. And it is not necessarily bad,” he said. “I think that with Bud Light, they tried to create an advertisement which would once again have called on their social media bubble, perhaps, but they did not understand their consumer in the broad sense, who was, you know, the whole country.”
Bud Light refused to comment.
Click here to obtain the Fox News app
