As Bud Light sales have gone down, they have decided to end an ad campaign involving Seth Rogen and Amy Schumer early.
The commercials parodied the election process, but ultimately fell flat. After disappointing third quarter sales, the move shouldn’t come as a surprise.
https://www.youtube.com/watch?v=hBGU_VTHEJA
One of the ad campaigns that will continue is Bud Light’s NFL themed can promotion, which seems strange in the face of declining NFL ratings.
Bud Light senior director of marketing communications Lisa Weser had this to say to AdWeek about the end of the campaign.
“We recently wrapped the Bud Light Party campaign, [which was always intended to end in the fall], to transition to Bud Light’s NFL programming, supported by strong creative execution and significantly increased coverage of our team cans across the U.S..”
Not the most clear response, but she did go on and expanded on what she thought was the most positive part of the ad campaign.
“Despite continued positive signs in brand health evolution, driven by millennials and Hispanics, 3Q was the softest performance of Bud Light for the year from a volume and share perspective. The Bud Light Party campaign helped us improve these brand attributes, but it did not translate to improved volume and share performance. While we are clearly not satisfied with Bud Light’s performance, we are already leveraging what we’ve learned to develop and execute new work.”
Awful lot of buzzwords used to cover up a failure, right?
They did announce as well that they would be pivoting to a different campaign focusing on Lady Gaga and the upcoming Super Bowl. While Rogen and Schumer are no longer at the helm, they are doubling down on the NFL and pop culture stars. Fool me once shame on me, right?
