Bud Light is increasing its media spend for its summer campaign, aiming to boost the beer brand's recovery following the controversy surrounding its partnership with transgender influencer Dylan Mulvaney.
Building on its existing “Easy to Drink, Easy to Enjoy” platform, launched in February, Bud Light’s biggest-ever summer campaign launches with a one-minute spot titled “Easy to Summer.”
The atmospheric spot has Bud Light tapping into its all-American roots with scenes of comical and easy-going summer fun, culminating in leisurely sips of Bud Light in the sweltering heat.
“Easy to Summer” is just a teaser for what parent company Anheuser-Busch InBev has in store for Bud Light’s summer campaign.
The brand will continue to build on its connection to the music industry with the summer concert tour “Bud Light Backyard Tour,” to be taking place across the U.S. and featuring a variety of musical artists including Seaforth and Tyler Braden.
“Bud Light is ready for an epic summer, and we are looking forward to delivering easy enjoyment to our 21+ fans for all the best summer moments in the backyard,” stated Todd Allen, the VP of marketing for Bud Light in an official announcement.
As part of its targeted media spend, Bud Light will be giving fans chances to win tickets for the summer tour, directing $10,000 weekly to support summer activities, and giving consumers the chance to knock up to $100 off their bar tabs.
Bud Light’s sales fell drastically after its highly conservative consumers began boycotting the beer following its public support of Mulvaney's transition journey and the brand has been struggling to recover since.
“Easy to Drink, Easy to Enjoy” represents its first marketing push after the controversy, and a step back towards its classic branding strategy.
