A Desperate Attempt to Win Back Consumers
Bud Light’s Super Bowl commercial this year was nothing short of an apology tour disguised as an ad. After last year’s disastrous partnership with transgender influencer Dylan Mulvaney, the brand saw its loyal customer base revolt, leading to plummeting sales and an all-out boycott. Now, Bud Light is desperately trying to reclaim its lost audience with a return to “good old-fashioned” Americana.
The Super Bowl Ad: A Nostalgic Pivot
The ad, titled “Big Men on Cul-de-Sac,” featured comedian Shane Gillis and rapper Post Malone transforming a mundane neighborhood gathering into a lively, beer-filled celebration. Set to the classic “The Power of Love” by Huey Lewis and the News, the commercial leaned heavily into nostalgia—showcasing backyard barbecues, friendly neighbors, and an unmistakable Middle America vibe.
It was a clear attempt to distance itself from last year’s controversy, trading the “progressive” branding for a more traditional, all-American aesthetic. The message? We’re back to being the beer of the people.
Playing It Safe with Familiar Faces
Bud Light’s choice of personalities for the commercial was strategic. Shane Gillis, known for his everyman humor and appeal to working-class Americans, and Post Malone, a laid-back music icon, were safe bets to restore the brand’s credibility.
This was a far cry from their previous marketing misstep. Instead of trying to push a new cultural agenda, Bud Light is now overcompensating, trying to convince former customers that they’re still the same brand they always were.
Trying to Undo the Damage
The Super Bowl ad is just one part of Bud Light’s broader effort to undo the damage. The brand has also secured a marketing deal with the Ultimate Fighting Championship (UFC), a sport known for its overwhelmingly conservative fan base. This partnership is a blatant attempt to realign with its traditional audience.
Another interesting twist? Kid Rock, one of Bud Light’s loudest critics, seems to have softened his stance. After publicly shooting cases of Bud Light in protest last year, Kid Rock reportedly met with Anheuser-Busch’s CEO, Brendan Whitworth, at a UFC event—facilitated by none other than Donald Trump. Kid Rock later stated, “I think they got the message.”
It appears that Bud Light is sparing no effort in trying to repair its reputation with the very audience it once alienated.
Will Consumers Buy It?
Bud Light’s latest marketing moves are a transparent attempt to course-correct. The company is trying to erase last year’s disastrous decision with a return to “normalcy,” but the question remains—will consumers forgive and forget?
The damage may already be done. While some former customers might return, others see this rebranding effort as too little, too late. Bud Light learned the hard way that alienating your core audience comes at a cost. Now, it’s up to the American consumer to decide if the brand deserves a second chance.
Boycotting Bud Light? We Can Help
Bud Light’s blunder is just another reminder that major corporations are more focused on political virtue-signaling than serving their customers. Boycotting Bud Light is just the beginning. To make a real impact on AB InBev, you need to stop purchasing all of their brands—not just Bud Light. With Veebs, it’s easy. Simply add AB InBev to your Preferred Don’t Buy List, and you’ll get a clear visual alert anytime one of their brands appears in your search or scan results. This works for any parent company in our database, helping you redirect your hard-earned dollars to businesses that align with your values.
If you’re sick of brands that don’t align with your values, it’s time to start supporting companies that do. With Veebs, you can easily find and support businesses that reflect your beliefs. Download the Veebs app today and take back control of your spending! Visit VeebsApp.com for more information.