Bud Light accused of ‘cowardice’ by turning off YouTube commentary on new commercial set domestically
Bud Light has been criticized after giving in to lost business with a county-themed commercial and preventing viewers from providing feedback by turning off comments on YouTube.
The commercial, which debuted during Thursday’s NFL Draft and was later posted to YouTube, shows four friends opening cans of Bud Light at a country music festival as the Zac Brown Band’s song Chicken Fried plays.
It’s one of several commercials the company has released since teaming up with trans influencer Dylan Mulvaney in early April caused sales to plummet.
The commercial is a clear nod to American country music and its fans, and designed to appeal to the humor of the more traditional market, much of which was alienated by the controversy.
Bud Light faces criticism after giving in to lost business with a commercial featuring a group of friends drinking Bud Light at a country music festival with Chicken Friend playing in the background
In the three days since the release of the 30-second video, it has received more than 8 million views but less than 200 likes. By comparison, the song Chicken Fried was uploaded 14 years ago and has 135 million views and 571,000 likes.
It’s not clear how many users “disliked” the new commercial – in 2021 YouTube removed a feature that allows the public to see how many “dislikes” a video has. Some people at the time argued that by doing so, it was targeting large companies that would often fall victim to ‘scratch attacks’.
Turning off the comments on YouTube didn’t stop viewers from discussing the ad on Twitter. “Very clever, anger that demographic and then cynically try to lure them back. Don’t fall for it,” one user wrote.
Re Bud Light’s use of Zach Brown’s “Chicken Fried” during the NFL draft to stop the sales plunge. Nice try, but no. Made it worse. You revealed how intentional your trans promotion was. You knew. You chose. You didn’t care. You only have to show who you really are once,” another wrote.
Several social media users threatened the company for being “cowards.”
“I just saw your new throwback commercial that showcases the good old days. Cowards,” one Twitter user wrote. “The good old days are gone until you deal with the woman face situation. You underestimate our memory and insult us even more. 1 solid month of insult, and now you think we’re back. Getting lost.
A op-ed published by Bloomberg before the commercial was released, similar language was used to describe how Anheuser-Busch reacted to the backlash, accusing the company of setting a “new low in business courage.”
“Kicking a political hornet’s nest for clicks and giggling before running away is no way to elevate a brand or promote a good cause,” wrote Ben Schott, the publication’s Ads and Brands columnist.
Even the harshest critics of Mulvaney must admit that she stands upright in a hurricane of hatred and takes the swear words with remarkable control. In cowardly contrast, Anheuser-Busch immediately retreated into the shadows,” he wrote.
The commercial for the nationwide fair was released a day before Mulvaney herself returned to social media for the first time since the backlash.
She vowed to continue sharing content on social media, adding, “I don’t know if reincarnation is a thing, but in my next life I would like to be someone who is non-confrontational and uncontroversial.”
The commercial, which debuted during Thursday’s NFL Draft and was later published on YouTube, had more than 8 million views but fewer than 200 likes by Sunday.
In the commercial, the camera panned up to reveal tents and stalls at a carnival and a man in a hat carrying a can of Bud Light
Evidence of how the Bud Light partnership with Mulvaney may have damaged the brand was evident in a viral video posted by Kid Rock, a popular musician who specialized in southern rock, rap, and songs with country elements.
Kid Rock posted a video of him shooting a case of Bud Light beers with a rifle and saying, while wearing a MAGA hat, he wanted to send a “clear and concise” message.
“F*** Bud Light, and f*** Anheuser-Busch. Have a great day,’ he said.
Outrage quickly spread across social media and conservative politicians and celebrities also shared their opposition to the partnership.
Country star Brantley Gilbert protested partnership with wwhile performing at Indian Mountain ATV Park in Piedmont, Alabama.
He was thrown a can of beer on stage but looked at it and exclaimed, “F**k that!” He then smashed the can on the ground before being thrown another brand of beer.
Anheuser-Busch has sent two executives on leave because of its partnership with Bud Light.
Daniel Blake, Anheuser-Busch’s vice president of mainstream brands, resigned from his job last week, just days after Bud Light’s VP of marketing Alissa Heinerscheid took a leave of absence.
Alissa Heinerscheid, the brand’s vice president of marketing, has taken a leave of absence
Blake is Heinerscheid’s boss and the move highlights the turmoil at the multinational, which is valued at more than $100 billion.
The company said its bosses had “decided” to step down temporarily, but their decisions were reportedly not voluntary.
Brendan Whitworth, CEO of Anheuser-Busch, said on April 14, “It was never our intention to be part of a discussion that divides people. Our job is to bring people together over a beer,” Whitworth said in the statement.
He added, “My time serving this country taught me the importance of accountability and the values on which America is founded: freedom, hard work, and respect for each other.”