Scripps News interviewed marketing experts to explain the 'Bud Light Effect' and discuss lessons for brands moving forward.
It's a term that has brands across the country battening down the hatches. The so-called"Bud Light Effect."What started out as a Bud Light beer plug with transgender influencerDylan Mulvaneyback in April has become a tsunami of backlash and boycotts rocking brands like Anheuser-Busch, Target, Kohl's, and others who partner with or display LGBTQ+ themes, be it beer or tuck-friendly swimsuits.
In the case of Bud Light, its sales took a wallop in April, May, and June, prompting the brand to end its partnership with Mulvaney. For Target, a series of threats and even instances of physical attacks on employees led the chain to move its Pride Month displays to the back of some of its stores. As a result, Calkins says he expects many brands will likely back away from topics they fear will be too controversial.
Marcus Collins is a professor at the University of Michigan's Ross Business School and the author behind theaward-winning book "For The Culture: The Power Behind What We Buy, What We Do, and Who We Want To Be." "Most brands stand their ground in the past. You take a brand like Nike that stood with Colin Kaepernick when he kneeled, and as a result, there were an opposition to the brand. And Nike said, Whatever we stick by athletes." Collins said."And as a result, people who saw the world the way Nike does have believed what Nike believes. They bought two pairs of Nikes. It worked out well. The challenge we see here today is that Bud Light flinched in the face of resistance.
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