'Nobody imagined it would go on this long':

Damocles said:
The reality is Mulvaney is most valid to 14 year old girls who want to appear Woke to piss of their parents than to any other group. Who were they trying to get to drink their beer? I mean, seriously. The demographic of followers for Mulvaney is made up of young teen girls who cannot legally purchase the product.

Had the VP just said they were trying to appeal to more folks rather than to "evolve" away from their current market to a "new" and (by inference) "better" group, nobody would have cared. Coors Light has a Pride can, nobody at all cares about it because it isn't their entire marketing and Coors didn't tell their current market that they were no longer wanted... so, just having a Pride thing, that just wasn't the issue. The VP said they were in "decline" (third in sales of all beer for just one of your beers when you sell like 23 brands is not a decline) and they needed to "evolve" away from their current base and attract "new younger folks" then hired someone that only 14 year old girls follow to sell their stuff. There is something wrong with that... and telling the world you wanted a different (by inference better) crowd buying your beer was a bit of a mistake that even a rookie in marketing shouldn't make.
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Apparently Bud Light's base LIKES frat boy advertising humor.
 
Damocles said:
The reality is Mulvaney is most valid to 14 year old girls who want to appear Woke to piss of their parents than to any other group. Who were they trying to get to drink their beer? I mean, seriously. The demographic of followers for Mulvaney is made up of young teen girls who cannot legally purchase the product.

Had the VP just said they were trying to appeal to more folks rather than to "evolve" away from their current market to a "new" and (by inference) "better" group, nobody would have cared. Coors Light has a Pride can, nobody at all cares about it because it isn't their entire marketing and Coors didn't tell their current market that they were no longer wanted... so, just having a Pride thing, that just wasn't the issue. The VP said they were in "decline" (third in sales of all beer for just one of your beers when you sell like 23 brands is not a decline) and they needed to "evolve" away from their current base and attract "new younger folks" then hired someone that only 14 year old girls follow to sell their stuff. There is something wrong with that... and telling the world you wanted a different (by inference better) crowd buying your beer was a bit of a mistake that even a rookie in marketing shouldn't make.
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An excellent synopsis of this horrible decision to demean their customers.

A forced error of Smithsonian proportions.
 
ExpressLane said:
Apparently Bud Light's base LIKES frat boy advertising humor.
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Even if they changed the advertising, it is the VP stating that it was "in decline" and they wanted a different base while backhandedly mocking the current market that did it. If this lady didn't tell everyone in the world that she wanted different folks to be drinking her beer, not additional folks, different... the whole thing would have likely turned out differently. Folks don't "hate" Mulvaney, they just don't like being told that we want "better" folks than you now.

Basically, if you want to keep your current market, don't left handedly insult them and infer you don't think they are a very good group of folks and then speak about how you want to "evolve" past them... they may just take you up on the offer to drink something else.
 
Yakuda said:
Yes I agree the VP used the phrase evolve and that pissed people off. What I dont I know is if the VP didnt know or didn't care that it would piss people off. I tend to think it's the latter as the general tendency of leftists is to think everything they do is perfectly ok to do and if you disagree you're either a hater or suffer from some kind of phobia. They think they can do whatever they like.
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I'm pretty sure she thought everyone would just agree. They watch CNN, MSDNC, the View and See B.S. News and think that everyone agrees with them all the time. When you live in an echo chamber, everything sure sounds like that. I think she honestly believed that nobody at all would disagree with her interpretation of events, because nobody at all that she listens to would ever say something that disagreed with it.
 
Damocles said:
Even if they changed the advertising, it is the VP stating that it was "in decline" and they wanted a different base while backhandedly mocking the current market that did it. If this lady didn't tell everyone in the world that she wanted different folks to be drinking her beer, not additional folks, different... the whole thing would have likely turned out differently. Folks don't "hate" Mulvaney, they just don't like being told that we want "better" folks than you now.

Basically, if you want to keep your current market, don't left handedly insult them and infer you don't think they are a very good group of folks and then speak about how you want to "evolve" past them... they may just take you up on the offer to drink something else.
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Did Bud Light do the bolded?
 
I (jokingly) asked for a Bud Lite at the Fire Co. last week, I thought the bartender was going to come over the bar after me! I guess they no longer stock it (I wouldn't have drank it anyway).
 
SmarterthanYou said:
get woke (read as insane) go broke.

seriously, though, did you say these things about liberals when they went after companies for not bowing down to the left agenda?
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I'm usually against boycotts. They're clumsy and hurt a lot of people who had nothing to do w/ the reason for the boycott. And the reasons are usually pretty silly.
 
RB 60 said:
I (jokingly) asked for a Bud Lite at the Fire Co. last week, I thought the bartender was going to come over the bar after me! I guess they no longer stock it (I wouldn't have drank it anyway).
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I had a few at a baseball game last week.

I agree w/ those who say it's a bad beer - but when it's ice cold and you don't want to get filled up, it's good w/ a hot dog.

I think it's kind of hilarious & also a little sad how worked up people are now about supporting Bud Light or drinking it. We have such a long way to go.
 
Damocles said:
I'm pretty sure she thought everyone would just agree. They watch CNN, MSDNC, the View and See B.S. News and think that everyone agrees with them all the time. When you live in an echo chamber, everything sure sounds like that. I think she honestly believed that nobody at all would disagree with her interpretation of events, because nobody at all that she listens to would ever say something that disagreed with it.
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That's true. The utter contempt that VP has for the "frat boys" was obvious and people reacted and I'm sure she still thinks she was right.
 
BartenderElite said:
I'm usually against boycotts. They're clumsy and hurt a lot of people who had nothing to do w/ the reason for the boycott. And the reasons are usually pretty silly.
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as am I.........but it does give me a sense of satisfaction to see cancel culture and boycotts used against leftists who have employed those methods for some time.
 
Yakuda said:
That's true. The utter contempt that VP has for the "frat boys" was obvious and people reacted and I'm sure she still thinks she was right.
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She probably has no idea how it got here. She "did everything right"... I would refer her to her marketing classes in college, but somehow she passed those without learning the simplest of marketing rules, the one that says: don't insult your customer base.
 
Damocles said:
She probably has no idea how it got here. She "did everything right"... I would refer her to her marketing classes in college, but somehow she passed those without learning the simplest of marketing rules, the one that says: don't insult your customer base.
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Dont say that decades of branding was wrong.
 
Hawkeye10 said:
Dont say the decades of branding was wrong.
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Even if you think it. Just talk about adding new folks to the base that exists, don't talk down your own customer base. Ads placement would be good too. You put ads with "frat boy" jokes on stations with frat boy eyes, you put Dylan Mulvaney... (well, IMHO you don't use Dylan as the demographic is really bad, considering Dylan appeals to folks too young to buy your stuff... but if you are going to use Dylan Mulvaney) put them on where your new target's eyes will be... Wherever Twilight is on TV maybe.
 
Damocles said:
Even if you think it. Just talk about adding new folks to the base that exists, don't talk down your own customer base. Ads placement would be good too. You put ads with "frat boy" jokes on stations with frat boy eyes, you put Dylan Mulvaney... (well, IMHO you don't use Dylan as the demographic is really bad, considering Dylan appeals to folks too young to buy your stuff... but if you are going to use Dylan Mulvaney) put them on where your new target's eyes will be... Wherever Twilight is on TV maybe.
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But they could not resist, there was a need to strike out....and at core the reason is that WOKE is anti-human....the brutality is a feature not a bug.
 
BartenderElite said:
I saw her say that she thought some of the previous marketing had "fratty" and out-of-touch humor. Was there more than that quote?

The quote I read was more geared toward what Bud Light was doing than insulting customers.
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No. That was enough. She also said the "brand was in decline" and she needed to "evolve" the marketing away from "frat boy out of touch"...

Pretending that folks cannot see the contempt she held for the "frat boy" customer base is IMHO just purposeful self-deceiving nonsense. There is no way someone hired to do marketing should be this ignorant about the fact that how you say something is as important as what you are saying.

If I were doing that interview after making the poor choice of Dylan Mulvaney I would say something like:

"We wanted Bud Light to appeal to even more people so we have some ads that will feature some folks that traditionally weren't a target of our marketing."

Even if I intended to never have another "frat boy out of touch humor" ad in the future I would not use words like "evolve" and "out of touch" especially when describing the folks we reached with our past ad campaigns.
 
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