Bud Light Plans Super Bowl Commercial

Bud Light is planning to advertise in this year’s Super Bowl, less than a year after launching a disastrous promotional campaign with transgender influencer Dylan Mulvaney. The partnership led to a sharp decline in the brand’s sales and beer sales’ lowest figures in more than a generation.

Bud Light will have two commercials during the big game, including one 60-second spot and another totaling 30 seconds.

Anheuser-Busch’s chief commercial officer Kyle Norrington said that the company needed to “make sure for these moments of massive reach that we choose the right brands to meet the moment, not only on the TV screen but brands that can really scale out the opportunity that Super Bowl and the NFL playoffs and everything else provide.”

The overall buy will likely cost the company more than $25 million amid falling sales.

Bud Light faced a significant boycott after announcing the partnership last April. Mulvaney appeared on social media drinking the beverage. This included a specially made can with Mulvaney’s image on it.

After a year of ill-advised marketing ploys, Bud Light parent Anheuser-Busch will attempt to win back consumers with a lighthearted, back-to-basics Super Bowl commercial. MORE: https://t.co/Pja1z1vzGp pic.twitter.com/otle7uLATA

— NEWSMAX (@NEWSMAX) January 26, 2024

Following the announcement, many consumers stopped drinking Bud Light and associated beer brands also owned by Anheuser-Busch. As a result, the beer brand lost its title as the most-sold beer in the country to Modelo Especial.

Despite multiple promotional efforts the beer brand has not been able to recover its former sales or reputation.

The Bud Light boycott was so extensive that the United States saw its overall beer consumption drop to the lowest level since 1999. Overall beer sales in the country fell by more than 5% through September 2023.

Overall, Bud Light’s sales fell between 25-30% every month following the April 1st announcement of the Mulvaney deal.

Even increases of sales of other brands were not enough to raise the national average to where it was before the Bud Light announcement.

Bud Light also terminated the partnership with Mulvaney. The activist then accused the beer brand of not being sensitive to transgender issues and of giving in to the boycott.