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Male Opps: Bud Light launches biggest summer campaign yet (Score 82)

Sales Lead: In an effort to reverse declining sales,

• A new ad launched on YouTube, and a larger summer campaign includes partnerships with country singers (for a national summer music tour) and NFL players.
• These partnerships have resulted in experiential activations, an upcoming national summer music tour and an upcoming backyard giveaway with signed memorabilia.
  • Work featuring both (separately, I'd assume, although...) influencer groups will roll out in a few weeks.
  • The campaign also involves giveaways through which BL is giving drinkers $10k each week.
  • It was made by August 2022.
• BL's recent controversy with transgender influencer Dylan Mulvaney resulted in negative and hateful social media interactions along with a sharp decrease in sales.
• The company will likely:
  • Pursue other influencer partnerships
  • Continue working with experiential and sports marketing
  • Return to higher spend to rebound from the slump in sales ​​​​​​​
    • The brand's parent company,  
  • Seek new agency partners
• Target demographic: 
  • Men ranging from drinking-age (21+) Gen-Z through Gen-X