Bud Light’s sales woes caused friction with its distributors and “panic” at the company, sources said. Two brand leaders at parent Anheuser-Busch InBev—Alissa Heinerscheid, Bud Light marketing VP; and Daniel Blake, group VP of marketing for mainstream brands—have taken a leave of absence. Todd Allen, who had been global marketing VP for Budweiser, has taken over Heinerscheid’s role.
Read more: Bud Light’s marketing leadership shakeup
As it has sought to soothe distributors and retailers, Bud Light has avoided making any statements on transgender rights as it seemingly tries to distance itself from an issue that has become a cultural hot button. The matter shows how much has changed in American politics in recent years, if not months, as more brands get pulled into the dialogue. On April 14, Anheuser-Busch InBev issued a letter in which U.S. CEO Brendan Whitworth said the company “never intended to be part of a discussion that divides people.”
Back in 2016, Bud Light made a series of socially progressive ads including one supporting transgender rights that did not draw it into controversy, illustrating a deepening cultural divide since then.
The Bud Light ad that aired Thursday came during the opening round of the NFL Draft on ESPN, an event in which the brand maintained an otherwise muted presence, despite its pricey NFL sponsorship. Bud Light did not post a single tweet during the event, even as its competitor, Miller Lite—which does not hold a league-wide NFL sponsorship—did.
from Digital Marketing Education https://ift.tt/rNv7BMW
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