How A-B Hopes to Turn Bud Light Around

Anheuser-Busch has said it plans to triple its national media investment behind Bud Light as its new VP-Bud Light Todd Allen works to turn the brand around after the drastic drubbing it took over a transgender influencer's social-media post.  Here are new details that have just emerged:

• A-B has “more than tripled our already weighty national media investment” behind Bud Light, Allen says. The brewing company spent approximately $60.1 million across traditional media for Bud Light in 2022, according to Vivvix, a tracker of ad spend, and has already spent nearly $40.8 million behind the product in the first quarter of 2023.
• Its new campaign will focus on summer activities.  "Good Times," a sunny 1978 hit by the dance-music group Chic plays throughout the "Bud Light, Easy to Summer" spot that will be aired on primetime broadcast TV, cable and sports programming.
• A-B will enlist country music artists Tyler Braden, Seaforth and others will take part in a  Bud Light Backyard Tour that brings musicians to intimate locations.
• NFL athletes Travis Kelce, George Kittle and Dak Prescott  will star in other ads ahead of the the football league’s 2023-2024 season.
• A-B will give away $10,000 each week to a fan, give sonsumers a chance to win $100 toward their bar table and offer rebates over the July weekend.  

Allen told Ad Age that Bud Light's sales have begun to stabilize with "positive momentum" in states that represent 47% of the brand's sales volume.