Budweiser teams up with Harley Davidson for VERY masculine ad after Bud Light backlash
Budweiser teams up with Harley-Davidson for VERY masculine new ad as owner Anheuser-Busch tries to recover from Bud Light backlash over marketing campaign featuring transgender influencer Dylan Mulvaney
- The macho commercial was launched after backlash against Bud Light’s affiliation with trans influencer Dylan Mulvaney
- A gray-haired male mechanic works on a Harley-Davidson bicycle while cans of Budweiser with the motorcycle manufacturer’s logo are displayed on ice
- The commercial, which ends with three men drinking the beer, appears to be part of Anheuser-Busch’s efforts to win back customers after the Bud Light upset.
Budweiser teams up with Harley-Davidson for a macho beer can commercial emblazoned with the motorcycle manufacturer’s logo — as company executives try to win back customers after the Dylan Mulvaney debacle.
The commercial features a gray-haired male mechanic working on a Harley motorcycle before three men drink the beer.
Speaking of a rock instrumental, a male narrator says, “The greatest legacies are built with guts and resilience, one detail at a time. Limited edition Budweiser Harley-Davidson cans – for those who give their all to their craft. This Bud is for you.’
The masculine tone contrasts sharply with Bud Light’s ill-fated partnership with 26-year-old Mulvaney, in which the trans influencer received a can of beer with her face on it to celebrate 365 days of being a woman.
Anheuser-Busch, the company that owns Budweiser and Bud Light, has lost $15 billion in value since announcing the partnership and its bosses are scrambling to win back customers who boycotted the beer.
The commercial features a male narrator talking about “grit and bounce” as a mechanic polishes a Harley-Davidson. Then we see three men drinking the beer. The commercial is in stark contrast to Bud Light’s collaboration with trans influencer Dylan Mulvaney
The ad appears to be part of Anheuser-Busch’s efforts to win back customers
The Budweiser commercial with Harley-Davidson – the first time the two companies have teamed up – was released last week to coincide with the launch of the limited edition cans.
Each can features the tagline ‘Kings of our Craft’ and the words ‘Brewed and Built in the USA’.
Budweiser said, “The greatest legacies are built one detail at a time. To an American collaboration for all ages.”
But the launch on Facebook was marred by a deluge of comments from people still angry about the Mulvaney deal, suggesting efforts to get past the debacle have been unsuccessful.
The backlash led to calls by some for a boycott of all Anheuser-Busch beers. The company’s portfolio also includes other major brands such as Michelob Ultra and Stella Artois.
Shares of the company have plummeted amid a steep decline in Bud Light sales in the US. Anheuser-Busch has seen its market value fall by $15.7 billion and Bud Light weekly retail sales have consistently fallen by at least 20 percent since mid-April.
Two marketing executives have been placed on furlough over the decision to partner with Mulvaney.
And as Anheuser-Busch has lost value, competitors have added $3.2 billion in market value to their brands.
The new commercial is a stark contrast to Bud Light’s collaboration with trans influencer Mulvaney
The new commercial was launched as Bud’s parent company, Anheuser-Busch, tries to win back customers who boycotted its brands. The backlash has seriously damaged the company’s value
Bud Light sales have fallen significantly since the beer’s partnership with Dyland Mulvaney, and analysts at JPMorgan expect Anheuser-Busch’s revenues to fall 26% this year
Molson Coors, owner of Coors Lite, has seen a $2.2 billion market value increase, about 20 percent, while Heineken has peaked at $1 billion – up 1.7 percent.
According to JPMorgan beverage analyst Jared Dinges, Bud Light sales fell more than 23 percent in the week ending May 6.
He said the US bank expects a volume decline of 12 to 13 percent over the course of a year.
“We believe there is a subgroup of US consumers who will not be drinking Bud Light in the foreseeable future,” the analysts said on Tuesday.
He added: “Equities have underperformed EU Beer peers by 15% since early April.
“We believe this is due to uncertainty in the US as investor focus has completely shifted to the potential impact of the Bud Light controversy.”