Bud Light is facing a considerable wave of negative reactions to its latest ad campaign featuring NFL player Travis Kelce.
The ad, “Backyard Grunts with Travis Kelce,” is the center of mounting criticism. The commercial features Travis Kelce and a group of men grunting as they sit down to enjoy Bud Light.
The ad was perceived as a clear attempt to mend ties with the brand’s traditional audience after the fallout from the beer giant’s previous partnership with transgender influencer Dylan Mulvaney.
The partnership had sparked a boycott and consequently led to a significant drop in sales, with the brand’s market share falling 28%, losing its position as the top-selling beer to Modelo.
Response to the ad has reportedly been largely unfavorable. Many viewers turned to YouTube to voice their disappointment with the ad and the company’s overall direction. Critics accused Bud Light of appearing out-of-touch with its customer base and insulting their intelligence.
Anheuser-Busch, the parent company of Bud Light, also faced criticism for its handling of the situation. The brewing company was accused of alienating its traditional customer base.
Several social media users blamed the marketing team and the commercial for not softening relations with consumers.
One person made a comment on YouTube: “So you went from a man pretending to be a little girl to now showing manly grunting people …to swing it the other way? You gotta lock your marketing team in a room with rabid dogs and toss the key.”
Former Anheuser-Busch president Anson Frericks called for CEO Brendan Whitworth’s resignation last week for his handling of the situation with Mulvaney.
“Whitworth has clearly shown himself to be incapable of solving the Mulvaney crisis,” Frericks said. “He’s had multiple chances and he’s failed.”
“It’s time he did the right thing and stepped aside to make way for someone capable of righting the sinking Bud Light ship,” added Frericks.
Kelce also received criticism for what some viewers termed “selling out.” The NFL tight end remains a powerhouse on the field, with the defending Super Bowl champs Kansas City Chiefs.
It remains to be seen whether future marketing strategies will manage to win back Bud Light’s traditional consumers and successfully mend the connection between the beer giant and its longstanding audience.
