Bud Light will need to pivot its marketing strategy and stay true to its longtime messaging campaign if it wants to recapture some of its customer base, according to a brand strategist.
In recent weeks, Bud Light has seen its sales plummet after it embarked on a promotional campaign with transgender TikTok influencer Dylan Mulvaney in early April, sparking a boycott against the company. Industry data shows that there are no signs that the boycott will be ending anytime soon, with Bud Light’s sales again dropping 26.8 percent year-over-year for the week ending June 10.
“If I’m Bud Light, I’m going back to what worked and that’s the brand positioning and DNA,” Ethan Stienstra, founder of Ahead of The Curve Strategy and The E-Premise Group, told Fox News in an interview Thursday. “It’s funny, it’s witty, maybe a little sophomoric, but that’s their base, which they’ve alienated. They need to come back strong with something.”…