DIRS.INFO The most relevant business & tech news

☆ Bud Light’s Super Bowl commercial leans on humor after a year of turmoil and controversy
▼ + stars: | 2024-02-06 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +3 min

New York CNN —Bud Light is back at the Super Bowl, this time with a funny “genie” to grant drinkers’ wishes. The 60-second spot, called “Easy Night Out,” is part of Bud Light’s year-long rebrand that debuted at last year’s Super Bowl. The brand has been in crisis mode ever since, and the Super Bowl commercial is part of its effort to turn around perception. “We wanted to get back to the humor the brand has been known for,” Bud Light’s vice president Todd Allen told CNN. 2024 BUD LIGHT SUPER BOWL COMMERCIAL | EASY NIGHT OUT | EASY TO DRINK EASY TO ENJOY :60Bud Light launched its new campaign — “Easy to Drink.

Persons: Bud Light, ”, ’, Bud Light’s, Bud, “, ” Bud Light’s, Todd Allen, Post Malone, Bud Light Seltzer, Peyton Manning, Dana White, BUD, Miles Teller, Keleigh, influencer Dylan Mulvaney, Allen, Heinerscheid, it’s “, isn’t, ” Allen, “ We’re Organizations: New, New York CNN, Super, CNN, “, NFL, UFC, Parent, Anheuser, Busch, Modelo, Miller Lite Locations: New York

☆ Anheuser-Busch hopes new ads will change the Bud Light conversation
▼ + stars: | 2023-06-28 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +4 min

Distributors are also facing financial difficulty because of a sharp decrease in Bud Light sales. Two marketing executives, Alissa Heinerscheid of Bud Light and Daniel Blake of A-B, have taken leaves of absences. In May, Mexican lager Modelo Especial dethroned Bud Light as America’s top-selling beer, a title that Bud had largely held for more than two decades. Bud Light sales plunged 24% during the four weeks ending June 3, according to NIQ data provided to consulting firm Bump Williams. Bud Light, however, remains the country’s top-selling beer so far this year.

Persons: Bud Light, “, influencer Dylan Mulvaney, Mulvaney, Brendan Whitworth, Alissa, Daniel Blake of, ”, Whitworth, Marcel Marcondes, ” Marcondes, Bud, Bump Williams Organizations: New, New York CNN, Anheuser, Distributors, Bud Light, Beer Business, Busch, Bud, NFL, Human, Cannes Lions International, Modelo Especial Locations: New York, Houston, Jonesboro , Arkansas

☆ Bud Light rolls out new ad following the Dylan Mulvaney controversy
▼ + stars: | 2023-06-22 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +4 min

New York CNN —Bud Light is trying to revive its slumping brand with a new marketing campaign aimed at – appropriately – overcoming adversity. It shows people enjoying Bud Light despite facing some of summer’s biggest pain points, like sunburn or a sudden thunderstorm during a cook out. Bud Light | Easy to SummerThe new ad is a continuation of its “Easy to Drink, Easy to Enjoy” that made its debut during this year’s Super Bowl. That spot featured actor Miles Teller and his wife Keleigh Sperry dancing and relaxing at home with a Bud Light. Bud Light sales plunged 24% during the four weeks ending June 3, according to NIQ data provided to consulting firm Bump Williams.

Persons: Bud Light, Dylan, Bud, Bud Light’s, ’ backyards, Travis Kelce, Dak, It’s, Miles Teller, Keleigh Sperry, Alissa Heinerscheid, Todd Allen, Brendan Whitworth, ”, Marcel Marcondes, “, ” Marcondes, Bump Williams Organizations: New, New York CNN, YouTube, NFL, Anheuser, Busch, CNN, Busch InBev, Human, Cannes Lions International, Modelo Especial Locations: New York, Dak Prescott, Mulvaney

☆ Boycotts rarely work — but anti-LGBTQ+ backlash is forcing companies into tough choices
▼ + stars: | 2023-06-22 | by ( Stefan Sykes | ) www.cnbc.com time to read: +11 min

For companies like Target and Disney, it is unclear if boycotts will hit sales. The company said it has not changed any policy on decorations and is encouraging stores to celebrate Pride Month. Despite the mounting headlines and sustained criticism of Bud Light, corporate boycotts are "overstated," and those offended by campaigns tied to Pride Month are in the "minority," Ellis said. Bud Light appears to be an outlierIn April, the brewer ran a March Madness promotion with trans influencer Dylan Mulvaney, who shared a customized Bud Light can on Instagram. Justin Sullivan | Getty ImagesIt isn't just Bud Light — brands across the board are facing calls to boycott their goods or services.

Persons: Gene Kim, Bud Light, Anson Frericks, Starbucks baristas, Sarah Kate Ellis, Ellis, Dylan Mulvaney, Brendan Whitworth, — Alissa Heinerscheid, Daniel Blake —, Bump Williams, Busch, Frericks, Bud, Marcel Marcondes, Marcondes, Justin Sullivan, Jack Daniel's, Lawrence Glickman, Glickman, baristas, hasn't, Disney isn't, Ron DeSantis, Lindsey Roeschke, Brayden King, King, David Cliff, Nurphoto Organizations: Anheuser, Busch, Target, Disney, Starbucks, Pride Month, Target's, Pride, GLAAD, Mulvaney, CNBC, Gay, Chamber, Commerce, Cannes Lions International, Creativity, Brands, Kohl's, Nike, Adidas, Ford, Associated Press, American Studies, Cornell University, Consumer, Walt Disney Co, Florida Gov, Brand Intelligence, Morning, Northwestern University, Getty Locations: U.S, America, San Francisco , California, Oklahoma, Florida

☆ The tightrope CEOs are walking is getting more precarious
▼ + stars: | 2023-06-15 | by ( Josée Rose | ) www.businessinsider.com time to read: +8 min

Practically, it's about so much more — and CEOs these days are being held accountable for more than profits. There's also the notion of social justice — which often sees CEOs encountering criticism when they speak up on culturally sensitive issues, or facing blowback if they stay silent. Brands like Disney, Target , Bud Lite and North Face face consequences for expressing a view, including boycotts, online protests, and threats of violence. It's OK to avoid constantly getting into the fray; instead, pick moments that enforce the company's values. When CEOs do decide to take a public stance, Eber said that their PR teams are there to help.

Persons: Insider's Hasan Chowdhury, aren't, —, There's, George Floyd, Roe, Wade, Karen Eber, Chowdhury, Eber, Richard Hytner, Bud Lite, Insider's Kelsey Vlamis, Bud, influencer Dylan Mulvaney, Heinerscheid, Bud Light's, we're, LIV Golf, Insider's Joe Ciolli, LIV, Jay Monahan, Monahan, I've Organizations: Service, Pride, Saatchi, Saatchi's, CNN, Street, Brands, Disney, Target, Anheuser, Busch InBev, PGA, LIV, Wall Street, PGA Tour Locations: It's, Europe, Middle East, Africa, Saudi, Saudi Arabia

☆ Garth Brooks says he'll sell 'every brand of beer' at his new Nashville bar following Bud Light backlash
▼ + stars: | 2023-06-11 | by ( Nathan Rennolds | ) www.businessinsider.com time to read: +2 min

Garth Brooks said his Nashville bar will serve "every brand of beer" in an interview with Billboard. His comments come in the wake of a conservative backlash against Bud Light. Sales of Bud Light dropped by 23% in May, per Circana data, and lost its crown as America's best-selling beer to Modelo Especial. The singer, who also owns a bar in Nashville, filmed himself using a rifle to shoot up multiple cases of Bud Light. Brooks' bar, called Friends in Low Places Bar & Honky Tonk, is set to open soon in a three-level building on Nashville's Lower Broadway.

Persons: Garth Brooks, Bud Light, —, Dylan Mulvaney, Brooks, Heinerscheid Organizations: Billboard, Service, Modelo Especial, Low Places Locations: Nashville, Broadway

☆ What boycott? Bud Light controversy led to only a 1% drop in global sales volume, CEO says
▼ + stars: | 2023-05-04 | by ( Grace Mayer | ) www.businessinsider.com time to read: +4 min

Anheuser-Busch's global CEO Michel Doukeris discussed the impact of recent Bud Light backlash. Doukeris said the drop in Bud Light sales represented only 1% of the company's global sales volume. Previously, the Wall Street Journal reported that Bud Light Sales dropped by 17% by mid-April, per data created by Bump Williams Consulting and analyzed by Nielsen. By April 22, Bud Light sales in US stores dropped 21% compared to the previous year, per the sales data analysis reported on by the Journal. Bud Light has also reportedly offered a free case of beer to every employee of its wholesale distributors.

☆ Bud Light is hoping free cases of beer will smooth over any tensions with its sellers after Dylan Mulvaney backlash
▼ + stars: | 2023-05-03 | by ( Grace Mayer | ) www.businessinsider.com time to read: +4 min

Bud Light has reportedly seen dips in sales since a promotion that featured a transgender influencer. Amid the backlash, the company is giving out free cases of beer to employees of its wholesalers. Anheuser-Busch, the company that owns Bud Light, is gifting a case of Bud Light to all employees who work with the company's wholesale distributors, the Journal reported. On April 1, transgender influencer Dylan Mulvaney posted a video on Instagram that featured Bud Light cans designed with a picture of her face. Later, the Journal reported that Bud Light Sales dropped by 17% by mid-April, per data created by Bump Williams Consulting and analyzed by Nielsen.

☆ Bud Light wanted to market to all. Now, it's alienating everyone
▼ + stars: | 2023-05-01 | by ( Danielle Wiener-Bronner | ) edition.cnn.com time to read: +10 min

New York CNN —For years, Bud Light leaned on jokey ad campaigns and its designation as a light beer to push sales. Now, Bud Light finds itself seeking younger drinkers, and stumbling through America’s polarized landscape in the process. There have been calls for a Bud Light boycott. And the stock of Bud Light owner Anheuser-Busch (BUD) has fallen only about 3% in the last month, suggesting Wall Street isn’t too worried. Bud Light, he thinks, could be missing out on that type of support.

☆ Bud Light sales reportedly dropped 17% following anti-trans marketing backlash
▼ + stars: | 2023-04-28 | by ( Grace Mayer | ) www.businessinsider.com time to read: +3 min

Bud Light sales took a hit after the brewer partnered with a trans TikTok influencer, WSJ reports. The data showed Bud Light sales dropping 17% in the week of April 15 compared to the same week last year. Bud Light Vice President of Marketing Alissa Heinerscheid took a leave of absence following the backlash. Bud Light owner Anheuser-Busch has also said Heinerscheid will be replaced with with Todd Allen, the global vice president of Budweiser. Bud Light isn't the only brand that's been recently hit with anti-trans backlash.

☆ Bud Light sales are falling, but distributors say they’re sticking by the brand
▼ + stars: | 2023-04-26 | by ( Jordan Valinsky | ) edition.cnn.com time to read: +4 min

New York CNN —Beer distributors are largely sticking by Bud Light and its parent company, Anheuser-Busch, as controversy continues to embroil the brand. Bud Light pours at bars and restaurants declined in early April, according BeerBoard, which tracks sales data at thousands of bars and restaurants. BeerBoard told CNN that the 3,000 locations tracked by the firm poured 6% less Bud Light than rivals, including Miller Lite and Coors Light, from April 2 to April 15. Bud Light had been much more popular than rivals in the weeks before: From March 18 through April 1, customers ordered Bud Light 15% more than rival light beers. Heinerscheid said in a recent podcast interview that Bud Light needs to attract young drinkers to ensure the company’s future by promoting inclusivity.

☆ Ad Flap Leaves Bitter Aftertaste for Bud Light and Warning for Big Business
▼ + stars: | 2023-04-25 | by ( Charles Homans | ) www.nytimes.com time to read: +1 min

The backlash and subsequent scrambling provide a lesson in the newly unsettled politics of corporate America. In the past decade, major companies have leaned into liberal social politics that are increasingly anathema to their longstanding allies in the Republican Party and the consumers who vote for them. Bud Light’s trials this month have underscored the difficulty of straddling that divide. Ms. Heinerscheid’s efforts reflected the company’s aspirations of shoring up years of eroding market share among consumers in predominantly liberal urban areas. Ms. Heinerscheid did not respond to a request for comment.

☆ 2 Executives Are on Leave After Bud Light Promotion With Transgender Influencer
▼ + stars: | 2023-04-25 | by ( Amanda Holpuch | Julie Creswell | ) www.nytimes.com time to read: +1 min

The maker of Bud Light, Anheuser-Busch, said on Tuesday that two of its executives were on a leave of absence after the beer was featured in a social media promotion by a transgender influencer. Bud Light’s sales have slumped amid calls for a boycott because of the advertisement and criticism of the company’s response to the backlash, which included targeted harassment of one of the executives who is on leave. Alissa Heinerscheid, the vice president of marketing for Bud Light, and Daniel Blake, who oversees marketing for Anheuser-Busch’s mainstream brands, were on leave, the company said in a statement. “We have made some adjustments to streamline the structure of our marketing function to reduce layers so that our most senior marketers are more closely connected to every aspect of our brands’ activities,” Anheuser-Busch said in a statement. “These steps will help us maintain focus on the things we do best: brewing great beer for all consumers, while always making a positive impact in our communities and on our country.”

Anheuser-Busch’s partnership with a transgender activist had prompted a movement on social media to boycott Bud Light. Photo: Daniel Acker/BloombergAnheuser-Busch InBev SA said it had placed on leave two executives who oversaw a Bud Light collaboration with a transgender activist. Alissa Heinerscheid, Bud Light’s vice president of marketing, had come under fire from some customers and media outlets over the company’s decision to send a personalized Bud Light can to transgender activist and influencer Dylan Mulvaney as part of a promotion for the beer brand’s March Madness contest.

☆ Anheuser-Busch executive takes leave following boycott calls over transgender influencer partnership
▼ + stars: | 2023-04-23 | by ( ) www.cnbc.com time to read: +2 min

The marketing executive who oversaw a partnership between Bud Light and a transgender influencer is taking a leave of absence after it snowballed into cries for boycotts from some angry customers, according to media reports. Alissa Heinerscheid, Bud Light's vice president of marketing, will be replaced by Todd Allen, most recently global vice president of Budweiser, according to reports from Beer Business Daily and Ad Age. Earlier this month, Bud Light said, "Anheuser-Busch works with hundreds of influencers across our brands as one of many ways to authentically connect with audiences across various demographics." Musician Kid Rock posted a video of himself shooting cans of Bud Light with a rifle. Anheuser-Busch InBev's stock that trades in the United States is down 1.8% since Mulvaney's April 1 video showing herself taking a sip of Bud Light.

☆ Anheuser-Busch Shake-Up After Transgender Influencer Was Featured on Beer Can
▼ + stars: | 2023-04-22 | by ( Ginger Adams Otis | ) www.wsj.com time to read: 1 min

Anheuser-Busch’s partnership with a transgender activist had prompted a movement on social media to boycott Bud Light. Photo: Daniel Acker/BloombergThe Anheuser-Busch InBev SA executive who oversaw a partnership between Bud Light and a transgender activist is taking a leave of absence and will be replaced by another company executive, the brewer said. Alissa Heinerscheid, Bud Light’s vice president of marketing, had come under fire from some customers and media outlets over the company’s decision to send a Bud Light can to transgender activist and influencer Dylan Mulvaney with her face on it. The deal prompted a movement on social media earlier this month to boycott Bud Light, and musician Kid Rock posted a video on Twitter in which he shot cases of Bud Light with a rifle.

☆ Anheuser-Busch Executive Takes Leave After Transgender Influencer Was Featured on Beer Can
▼ + stars: | 2023-04-22 | by ( Ginger Adams Otis | ) www.wsj.com time to read: 1 min

☆ Bud Light's inclusive ad campaigns are good for business
▼ + stars: | 2023-04-12 | by ( Danielle Wiener-Bronner | ) edition.cnn.com time to read: +7 min

For Bud Light in particular, reaching a new audience is crucial, Alissa Heinerscheid, vice president of marketing at Bud Light, said in a recent Make Yourself at Home podcast interview. Bud Light had “been in decline for a really long time,” she said. From dylanmulvaney/InstagramCurrently, we’re about two weeks into the Bud Light backlash. The performer and TikTok personality, who had partnered with Bud Light previously, has been open about transitioning on Instagram and TikTok. And Texas congressman Dan Crenshaw also weighed in, saying he’s in favor of a Bud Light boycott but doesn’t stock the beer.

Search resuls for: "Heinerscheid"

18 mentions found