On Tuesday, Bud Light announced a partnership with popular comedian Shane Gillis, in a move that may be aiming to save face following last year’s disastrous partnership with trans activist Dylan Mulvaney.
Gillis, an early cancellation survivor, was hired and promptly fired by Saturday Night Live in 2019, after it was revealed that he had made several racist jokes on his podcast. He announced the deal on his Instagram page.
“Excited to announce partnership with Bud Light #budlightpartner,” Gillis wrote.
The deal comes shortly after Gillis made an appearance on the Joe Rogan Experience, where the two discussed whether or not Bud Light can rehabilitate its image in the wake of the Mulvaney partnership, which has plagued the beer giant since April of last year.
“It became a joke,” Gillis told Rogan. “That’s tough to overcome, marketing-wise. It’s tough to get people to order a Bud Light publicly. You’re gonna get made fun of.”
Gillis has often joked about transgender people in his comedy specials, so his hiring seems to mark a full 180 for Bud Light. The beer giant has lost an incredible amount of market share as a result of their partnership with Mulvaney.
According to a report from The Hill, the company lost approximately $27 billion in market value between April and June 2023. In June, parent company Anheuser-Busch reportedly fired the marketing executives responsible for the Mulvaney decision.
The company went through a few more months of turbulence before signing a massive nine figure deal with the UFC in October. The deal was the largest partnership ever for the UFC.
Many conservative voices who helped to spark boycotts in the immediate wake of the partnership have now expressed interest in moving on. In December, Kid Rock, one such voice, expressed his willingness to forgive the beer brand, telling Daily Caller co-founder Tucker Carlson, “Someone gets taught a lesson, they say, ‘We made a mistake.’ Alright man, let’s move on.”
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