Unleashing the Power of Sports: Bud Light's Jaw-Dropping Ad Drives Unparalleled Short-Term Sales!
Revitalizing sales, Bud Light's sports-focused ad delivers exceptional short-term success, effectively countering previous backlash from its collaboration with transgender model Dylan Mulvaney A powerful boost for AB InBev-owned beer brand!
Bud Light's latest advertisement, centered on sports, has the potential to resolve recent controversies and generate immediate sales, as per analysis.
The 'Easy to Sunday' ad was launched recently to align with the start of the National Football League (NFL) season in the United States. Bud Light aims to regain the trust of its primary consumers following the criticism it faced during its temporary association with transgender influencer Dylan Mulvaney.
The ad showcases passionate sports enthusiasts preparing for and relishing NFL games while enjoying Bud Light. It includes genuine NFL fans from various parts of the country and highlights their game day traditions.
Bud Light, a brand closely tied to sports, serves as the official beer sponsor of the NFL and has established official partnerships with other sports competitions such as ice hockey, boxing, and football.
In May, Michel Doukeris, CEO of AB InBev, the parent company of Bud Light, highlighted a strategy of prioritizing sports as a means to rebuild consumer engagement following the repercussions of the boycott.
According to an exclusive analysis by System1, executing this strategy in the Easy to Sunday ad has the potential to help Bud Light start afresh and reintroduce the brand to everyday consumers.
System1, Jon Evans
System1's ad rating platform evaluates the potential of ads to contribute to long-term brand development and short-term sales growth by analyzing the emotional responses of viewers. It also gauges the effectiveness of ad branding.
The Easy like Sunday ad by Bud Light has been rated as having "modest" long-term brand-building potential, scoring 2.7 out of 5.9 stars. However, the analysis shows that it has an "exceptional" potential for driving short-term sales.
In August, AB InBev reported a 14.1% decrease in sales volumes of its beers in the US during the second quarter, primarily due to the Bud Light controversy. Hence, the brand greatly requires this ad to boost short-term sales at this critical period.
According to System1's analysis, the ad receives an outstanding rating for brand recognition. This indicates that consumers are able to easily and accurately associate the ad with the Bud Light brand. Jon Evans, the chief customer officer at System1, suggests that the Easy to Sunday ad has the potential to assist Bud Light in moving past the sales decline that stemmed from the recent controversy.
“The ad Bud Light needed to create, in order to resolve the issue and reintroduce the brand to regular consumers," he remarks.
He acknowledges that System1 did uncover a small portion of audiences "from both sides of the debate" who were still upset with the brand, either due to the initial video featuring Mulvaney or the company's response to the backlash. Nevertheless, only 10% of individuals had a negative impression of the ad.
The Easy to Sunday ad forms part of Bud Light’s ‘Easy to Drink, Easy to Enjoy’ platform.
