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There was plenty to celebrate for the advertising and marketing industry in 2023, from taboo-busting creative work to media innovation and leaps in technology.
However, some are ready to leave this year in the rearview mirror.
As marketers look forward to 2024, we would be remiss not to reflect on some of the PR crises that dominated the headlines in 2023 and explore what lessons the industry can take from them.
1.The Bud Light Boycott
What happened?
It’s been a disastrous 2023 for Bud Light. America’s dethroned bestselling beer found itself in hot water back in April, when transgender TikTok star Dylan Mulvaney promoted Bud Light on her social media platforms as part of a planned partnership. The post received transphobic backlash, with conservatives calling for a boycott.
On the other side, members of LGBTQ+ communities and their allies also rejected the brand for failing to quickly speak out and stand by Mulvaney.
In the statement, Bud said: “The privacy and safety of our employees and our partners is always our top priority. As we move forward, we will focus on what we do best – brewing great beer for everyone and earning our place in moments that matter to our consumers.”
By June, sales had fallen and Modelo Especial had displaced Bud Light as America’s best-selling beer. In October, Bud Light continued to strain AB InBev’s bottom line in the market, with the company reporting a 13.5% decline in third-quarter U.S. revenue.
At the end of 2023, Benoit Garbe, the U.S. chief marketing officer of parent company Anheuser-Busch InBev, announced plans to resign. The company doesn’t intend to replace him, instead handing the marketing remit to U.S. chief commercial officer Kyle Norrington.
Lesson learned:
In Mulvaney’s own words: “If you’re going to ask us to capitalize on our vulnerabilities and our traumas, at least have our backs when the going gets tough.”
