Below is my Hill column on the growing backlash of consumers against companies like Anheuser-Busch for controversial media campaigns. For a brand with a slogan of “Up For Whatever,” Bud Light may not be up for the meltdown unfolding across the country. The company is now effectively giving away beer due to plunging sales. It is not good when your brand comes synonymous with self-destructive marketing. “Bud Lighting” is now being used as a verb, noun, and present participle. When Miller Lite produced a controversial ad to attract women, it was accused of “Bud Lighting” itself. Bud Light has now joined names like Bork (as in “Borked” nominees) or Gerry (as in Gerrymandering) that became negative verbs or nouns. That is hardly good news when you are hoping to be known for your beer.
Here is the column: Continue reading ““Up For Whatever”: Bud Light and Other Companies are Facing Resilient Boycotts Over Media Campaigns”