Posts Tagged ‘boycott’

Six months that shook the marketing world: Bud Light’s Dylan Mulvaney debacle and killing a cash cow

Posted: October 1, 2023 by John Ruberry in business, culture, media, News/opinion, opinion/news, politics, Sports
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By John Ruberry

It was six months ago today–April Fool’s Day no less–when Dylan Mulvaney, to cap off his 365 Days of Girlhood series, did his first of two social media posts hawking Bud Light. Previously, in the words of Alissa Heinerscheid, who was in charge of marketing the brew, it was a “fratty” beer. The effect on Bud Light sales was immediate–a consistent and sustained 30-percent sales drop.

Immediately, the “experts” in the business world and the media, who are in fact narrative-driven morons with crisp, broadcast-friendly speaking voices, immediately ran to defend InBev, the parent company of Anheuser-Bush, with a consistent refrain, as if they were reading the same script, declaring “Boycotts don’t work.”

While that’s generally correct, the sales drop for Bud Light, a brew that tastes the same as Coor Light and Miller Lite, was in fact a walkaway. “Joe Sixpack,” the typical Bud Light drinker who believes that men are men and women are women–despite mutilation surgeries and hormone injections–found a way to scream “F*ck you” to the elites who say otherwise. 

Bill Maher said on his HBO show that the average American is furious because “they’ve had an agenda shoved down their throat.” When one of his guests, US Rep. Katie Porter (D-CA) objected to Maher’s truth, he struck back, “You have to accept everything they say or you’re a bigot.”

So true. 

The plummet in Bud Light sales is a major victory for conservatives, as well as the majority of Americans who have known the difference between males and females since they were two years old.

And gender, despite the claims of now former Meet the Press host Chuck Todd, is not “a spectrum.”

Mulvaney, whose ditzy faux female social media posts are about as pleasant as loud audio feedback, as well as the rest of the Anheueser-Busch marketing staff, did what was deemed impossible: killing a cash cow. I had a couple of marketing classes in college. Cash cows were revered by my professors, they are product lines that sell well with minimal advertising support. Heinz Ketchup, Ivory Soap, and Kellog’s Corn Flakes come to mind. The bountiful profits from cash cows are “milked” to support struggling brands. It’s a marketing circle of life.

One of those professors, in a lecture decried the use of celebrity endorsements in advertising, calling it “lazy marketing,” He also warned that celebrities, particularly those from the entertainment world, are known to do things morally objectionable, or get involved with unpopular political causes.

Now Anheuser-Busch is now spending a lot of money on its Bud Light “Easy to Sunday” campaign tied to the NFL as well as producing, again, commemorative cans, but this time with the logos of popular NCAA football programs, instead of a one-off Mulvaney can that was not sold to the public.

Too little too late. 

As sales continue to lag for Bud Light, it’s likely that scarce shelf space in supermarkets and liquor stores will soon be allocated to better selling brews. Modelo Especial this summer surpassed Bud Light as America’s bestselling beer.

The Bud Light cash cow has gone dry.

As I predicted here at Da Tech Guy months ago, using transgendered people to hawk mainstream products, while not completely dead, is now close to it. 

We have witnessed six months that shook the marketing world. 

John Ruberry regularly blogs at Marathon Pundit.

Bud Light, CMT boycotts betray a New York problem

Posted: July 23, 2023 by John Ruberry in business, culture, media, News/opinion, opinion/news, politics
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By John Ruberry

Another company, this time the CMT Network, finds itself in trouble by angering its base by going woke. Now both are facing boycotts. The Bud Light one has been devastating for what until recently was America’s best-selling beer.

Last week, CMT, whose core audience comprises of country music listeners, pulled the video for Jason Aldean’s “Try That in a Small Town.” The song, which was released in May with no controversy, decries the pro-criminal sentiments celebrated in big cities, like New York City, where CMT is headquartered, and it shows BLM and Antifa riot news clips as Aldean croons.

That was too much for CMT. 

Country music fans lean right. I am one of them, although I favor the Americana genre over mainstream country. Country listeners are likely to be the men and women who repair your car, service your air conditioner, or build your home. They may not have Ivy League degrees like Bud Light’s vice president of marketing, the on-leave Alissa Heinerscheid, but these “deplorables” are not dopes. And they aren’t Manhattan-style know-it-alls. 

I imagine, until the Heinerschied-led marketing debacle with trans influencer Dylan Mulvaney, many country music fans drank Bud Light. 

As of this writing on the evening of July 23, Aldean’s “Try That in a Small Town” is the number one song on iTunes and it has been viewed 15 million times on YouTube. 

For Friday’s CMT Music 12 Pack Countdown, Aldean’s massive hit was not among the dozens of songs nominated for the final cut. 

Clearly, CMT is as out of touch with its consumers as much as Anheuser-Busch and Bud Light are.

CMT has Nashville offices but as I mentioned earlier, it is based in New York. Anheuser-Busch has its headquarters where it was founded 171 years ago, in St. Louis, although it is now owned by Belgian firm InBev. 

But Anheueser-Busch’s marketing offices are in Manhattan, where Heinersheid lives.

Would things be different now for Anheuser-Busch if Heinerscheid and her marketing geniuses were instead based in St. Louis? And while no one is coming forward from CMT claiming credit for pushing the “kill” button on Aldean’s video, my guess is that the decision came from someone at their New York headquarters. 

The anger that brought forth the Bud Light and CMT boycotts are byproducts of elites who are isolated from the consumers they are supposed to be experts on. 

Can these brilliant minds do their jobs from places like St. Louis? Nashville? Of course, they can. As they can in Cincinnati, Billings, and Oklahoma City. You know, medium-sized cities. To be sure, they’re not Aldean-favored small towns, but these other cities are filled with less sophisticated types than the “betters” that you find in New York City.

Oh, there are telephones, computer lines in those smaller cities. And there is this thing called Zoom.

However, Bud Light did farm out the Mulvaney campaign to an advertising agency thousands of miles from Manhattan.

It was to a firm based in suburban San Francisco.

John Ruberry, who regularly blogs at Marathon Pundit, was a bachelor’s degree in advertising from the University of Illinois at Urbana-Champaign. He’s pictured here at Penn Station (correction Grand Central Station) in New York.

The mainstream media was wrong about Bud Light: Boycotts work

Posted: May 28, 2023 by John Ruberry in business, culture, media, opinion/news, politics
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By John Ruberry

We’re approaching the two-month mark of the Bud Light boycott, which of course began when transgender social media, utilizing his–yes his–goofy 1950s-sitcom ditz schtick to recklessly promote Bud Light beer. 

Immediately, I was confident that this boycott had staying power, despite the increasingly irrelevant mainstream media telling its dwindling audience it did not. As Da Tech Guy himself explained, Anheuser-Busch’s problem is that Bud Light is too easy to boycott. Coors Light, Miller Lite, which taste similar–assuming that light beers have a distinguishable taste–are usually available in the same liquor stores, supermarkets, bars, and restaurants. And they are all priced about the same. 

American megabrewers are selling image and personality. Beer? Not so much. And in a few days, Bud Light, after partnering with Mulvaney, torched its macho brand-building work of four decades in just a few days. “Fratty” is the word used by the now-on-leave marketing head for Bud Light, Alissa Heinerscheid. Anheuser-Busch’s non-apology from its CEO only fanned the flames. 

Bud Light’s slogan is, “Easy to drink, easy to enjoy.” And it’s easy to boycott.

I have to reach back to Monty Python’s Flying Circus to find a worse marketing campaign. 

Boss (John Cleese character): Now, let’s have a look at the sales chart (indicates a plummeting sales graph). When you took over this account, Frog (Eric Idle character), Conquistador was a brand leader. Here you introduced your first campaign, “Conquistador Coffee brings a new meaning to the word vomit.” Here you made your special introductory offer of a free dead dog with every jar, and this followed your second campaign “the tingling fresh coffee which brings you exciting new cholera, mange, dropsy, the clap, hard pad, and athlete’s head. From the House of Conquistador.”

Yeah, I know, Bud Light’s Mulvaney campaign hasn’t been, so far, as awful for Anheuser-Busch as it was for the fictional Monty Python coffee brand. But sales of the beer continue to slide. Last week, by way of a $15 mail-in rebate, A-B started giving the beer away, because, unlike wine and hard liquor, beer has a brief shelf-life. 

So, yes, boycotts can be effective. 

But we were told by the mainstream media that boycotts don’t work.

Here a few examples of that wrongness:

Six weeks ago, ABC News’ Max Zahn and Kiara Alfonseca cautioned us about boycotts, “However, the campaigns rarely succeed in hurting a company’s sales or influencing its decision making.”

Around that same time, Patrick Coffee (no relation to Python’s Conquistador Coffee) of the Wall Street Journal, while citing other experts, opined that about the Bud Light boycott that “such campaigns often have failed to deliver a meaningful blow.” (Paid subscription might be required to access the link.)

Citing “research,” and of course falling back on “experts,” Becky Sullivan of NPR warned us “that other social media-fueled boycotts were short-lived.”

So where are the finger-waving fact-checkers? Why haven’t these articles been revised?

Meanwhile, Target is facing a boycott over its prominent promotions of “tuck-friendly,” that is, male-genitilia-hiding, swimsuits, as well as arguably promoting the trans agenda to children. It has lost $10 billion in market valuation since a boycott began against Target. 

Such a move is now called “Bud Lighting.”

This won’t be the last time that I say, when you get woke you go broke.

And it won’t be the last time I point out instances where the mainstream media was wrong.

John Ruberry regularly blogs at Marathon Pundit.

Nothing but net: When Nike fought back against a left-wing Operation PUSH boycott and won

Posted: April 2, 2023 by John Ruberry in business, nba, News/opinion, nfl, opinion/news, politics, Sports
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By John Ruberry

This week Air, an Amazon Studios film, opens in movie theaters nationwide. It tells the story of Nike’s development of the Air Jordan line of sneakers in the mid-1980s. The shoes were the expensive footwear of Chicago Bulls great Michael Jordan, who still appears in Nike ads.

What you won’t see in Air is the failed boycott of Operation PUSH in 1990 of Nike. Chicago-based PUSH, now Rainbow/PUSH, was, depending on who you talk to, either a major civil rights power of the late 20th century, or a shakedown operation. I belong to the latter camp. 

PUSH was founded in the early 1970s by the Reverend Jesse Jackson, but he departed PUSH to be serve as a shadow senator for Washington DC–what does that entail?– and to lead a new group, the National Rainbow Coalition, which merged with PUSH in 1996. Leading PUSH during the Jackson-less interregnum was the Reverend Tyrone Crider. 

Jackson’s gameplan for PUSH followed this pattern: He’d smear a corporation as racist, call for a boycott, then demand that these corporations hire more Blacks and other minorities–as well as more minority contractors–and then declare victory. But often those hired were cronies and relatives of Jackson. Coca-Cola, some CBS television affiliates, and Anheuser-Busch were prior targets of PUSH.

Of the latter, Jackson said, “This bud’s a dud,” a play on the brewer’s slogan for Budweiser at the time. In 1998, two of Jackson’s sons, Yusuf and Jonathan, purchased a Chicago Anheuser-Busch distributor. 

Shortly after taking the helm of PUSH in 1990, Crider picked a new villain, Nike. Unlike past targets/victims whose founders were either retired or long dead, Nike’s founders, scrappy entrepreneurs Phil Knight and Bill Bowerman, were still with the corporation in 1990. Knight was the chairman of Nike at the time, he was only a quarter-century removed from when he was selling running shoes at track meets from the trunk of his Plymouth Valiant. 

When PUSH declared its boycott of Nike–sorry, I can’t resist–the sneaker giant pushed back. Nike quickly announced it would appoint a Black board member and a Black vice president, and hire some Black department heads, but a Nike spokesperson said that those moves were already planned prior to the PUSH attack.

Next came a nothing-but-net three-pointer by Nike from midcourt. In an open letter, Nike turned the tables on PUSH, requesting that it turn over “the membership of PUSH by geographical location, age, sex and race.” It gets better. Nike asked in that same letter, “Has PUSH been the subject of review or investigation by any federal or state agency? If so, state the name of the agency involved, the nature of the investigation and the findings or conclusions of the investigation.” Guess what? PUSH had been the target of a federal probe.

PUSH demanded proprietary financial information from Nike, at the same time Reebok, a top competitor of Nike, purchased a full-page ad in the Operation PUSH magazine. That same open letter, according to a Chicago Tribune article, also called on “PUSH to supply details in 21 categories relating to how the organization made its decision to single out the athletic-wear industry.”

None of the celebrity endorsers of the time for Nike, whose ranks included Spike Lee, Bo Jackson, and His Airness, Michael Jordan, participated in the boycott. Georgetown men’s basketball coach John Thompson, a consultant for Nike who later served as a board member, also remained loyal.

By early 1991, PUSH laid off its entire paid staff, although other civil rights groups bailed it out a week later.

And what about Nike sales? “The boycott has had little apparent effect on Nike,” the Washington Post reported at the time, “whose earnings soared 58 percent last September, October and November over the corresponding period in 1989.”

Nothing but net.

Of course, now Nike is completely woke, Knight is retired and Bowerman died in 1999. Colin Kaepernick, a Nike endorser beginning in 2011, was featured in a series of Nike ads after he was handed his last NFL snap. In his last season as a professional football player, Kaepernick took a knee when the National Anthem was played before games. Kaepernick regularly speaks out in favor of various far-left causes, such as abolishing prisons and police departments.

For a time, Nike was gutsy. And the lesson for corporations today is clear. You can fight back against leftist threats and win.

Just do it.

When you stand up to bullies, they usually back down.

John Ruberry, who wore his first pair of Nike Waffle Trainer running shoes in 1977, regularly blogs at Marathon Pundit.

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