Anheuser-Busch InBev BUD continues to recover from a boycott in 2023 when it infuriated conservative consumers by partnering with trans activist and influencer Dylan Mulvaney on a marketing campaign.
The beer company now has a new brand ambassador, one that will likely help win back its anti-woke customer base, just in time for the 2024 NCAA Football season.
What Happened: Bud Light’s new ad, geared toward college football fans, stars comedian Shane Gillis.
"College football fans are some of the most passionate, dedicated fans out there and we are so proud to partner with teams across the country to make all of the special gameday moments even easier to enjoy," Bud Light SVP Marketing Todd Allen said.
Gillis, known for his offbeat and cringe humor, is also a co-writer for the ad campaign.
The first ad in the partnership is "The Dean's Office," which is meant to show how hard it is to "pass up a cold Bud Light," the company said.
"I like football and beer, especially Bud Light," Gillis said of his new partnership.
The ad starts airing on television Saturday, Aug. 31 during college football games on NBC, ABC and ESPN.
As part of the college football promotion, there are 26 themed Bud Light cans with team logos and colors.
Read Also: Kid Rock Moves Past Boycotting Bud Light, Calls Out These Two Companies: ‘We’ve Got Bigger Targets’
Why It's Important: The new college football partnership follows the launch of "Easy to Sunday," a new NFL-themed ad campaign that started in July.
With the two partnerships, Bud Light is targeting college football and NFL fans, who have often been loyal beer drinkers. The new ad is another step in the company's fight to win back market share and convert old fans back to the once boycotted brand.
The new ad could also welcome back what Bud Light has been known for as a beer that guys will do anything for, as past ad campaign have hit at. The new advertisement could prove controversial with Gillis attached to it, but could also appeal to the people who stopped drinking Bud Light in the first place.
The Mulvaney campaign sparked a boycott and drew the ire of right-wing politicians who used it as an example to lash out at DEI (diversity, equity and inclusion) principles.
Like Bud Light, Gillis knows a thing or two about being boycotted. The comedian was once hired by "Saturday Night Live" in 2019. Gillis was let go from the comedy series several days later when old clips of his using racial and homophobic slurs resurfaced.
Gillis has gone on to have a series "Tires" on streaming platform Netflix debut in the top 10 and get picked up for a second season. The comedian also has a special "Beautiful Dogs" on Netflix.
The comedian also returned to “Saturday Night Live” to host an episode in February.
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