“In today’s world, one social post can travel faster and further than anything else as we have seen with the [Mulvaney] situation,” she noted.
She suggested putting a marketer in a more senior role would help a brand like Bud drive relevance and competitive advantage.
“We see a shift where CMOs are becoming CEOs. To be culturally relevant, this may be the better approach for a modern business model because a deep strategic understanding of the consumer and how the ever-changing shifts impact them has never been more important for brands and business in the new world we live in.”
Alicia Iveson, co-founder and chief of creative shop Hijinks Collective, said though Garbe has walked, apparently taking the heat for the conservative Mulvaney backlash, Bud Light should have been prepared for the boycott instead of ambushed by it.
“The lesson for marketers is, yes, support diverse communities and influencers, but don’t go into battle unarmed. Have a powerful response lined up in the event of repercussions, such as backing from other celebrities, words from a president or a broader marketing campaign,” she said. “Scenario planning and crisis management are vital for all ad campaigns. Interrogate, stress test, road test. Never be caught off guard.”
Is a brand turnaround possible?
Recent analysis from consumer insights company HundredX suggests Bud is in the early stages of a rebound, with drinkers slowly warming up to the brand’s values and trustworthiness.
After falling more than 30% from March through June, data gleaned in October found that customer perception of Bud’s brand values grew between 1% and 2% since June.
Customer perception towards sister brand Budweiser’s ads—which recently saw the return of its iconic Clydesdales—also clawed back 11% since falling more than 50% from March to June.
In its most recent October earnings update, global CEO Michel Doukeris said AB InBev would continue to invest in Bud Light marketing, with internal polling showing 40% of lapsed Bud Light drinkers would consider putting the brand back on their shopping list.
He cited research the business had conducted with 260,000 people: “The common points of feedback remain consistent,” he revealed. “One, consumers continue to want the Bud Light brand to concentrate on the platforms that all consumers love,” pointing to more “traditional channels” including NFL broadcasts.
Consumers also asked “Bud Light to focus on beer,” said Doukeris, and “third, they want that beer without a debate.”
“We are taking the feedback and working hard towards our consumers’ business every day across the world,” he finished.
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