Bud Light’s marketing correction is unlikely to boost the brand
April 26, 2023
Bud Light’s market share declined for years as consumers, primarily in liberal urban areas, have switched to other beverages. The brand’s marketing decision to recapture some of this lost share with more inclusive campaigns, including one with Dylan Mulvaney, a transgender influencer, has sparked calls for a boycott primarily from white men living in rural areas. The brand has since retreated from its inclusive stance, heartening its anti-trans critics and likely ending its chance of recapturing consumers that support trans rights.
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