Blog: Andy MortonAnheuser-Busch InBev's Bud Light ad pull shows not all campaigns can win

Andy Morton | 31 October 2016

Anheuser-Busch InBev is reportedly calling a halt to its Seth Rogan and Amy Schumer Bud Light campaign in the US.

Marketing trade publications are framing this as a failure, but surely not all ad campaigns can work? AB InBev may have spent a lot of money on this push, including for a Super Bowl slot, but investment doesn't guarantee success and if it's not working then the brewer would be foolish to continue backing it.

Bud Light is in decline, but it's still 17% of AB InBev's sales in the US, according to CEO Carlos Brito in a call with analysts last week. Now, with Seth and Amy out of the picture, the company can try something else.

ANALYSIS

The drinks industry's gender failure - Consumer Trends

In our latest look at consumer trends in the drinks industry, Ben Cooper turns his attention to the marketing of products along gender lines and asks, why are drinks brands struggling to keep up with ...

BLOG

Budweiser races to stock Mars bars

For those people looking to the Red Planet as shining utopia away from all things earth, look away now....

BLOG

When life gives you lemons, make soap

Bacardi's 42 Below vodka brand has found a novel way to use the lemons left over from cocktail-making: Turn them into liquid soap....

BLOG

Small measures required as Philadelphia soda tax adds up

Philadelphia’s soda tax came into force on Sunday, and is reportedly causing a stir in the city's check-out aisles....

BLOG

Accolade Wines and a giant of the tennis world

Earlier this month, I was most-kindly invited by Accolade Wines to visit the Royal Albert Hall in London. The reason? They wanted to see a tennis great in action, and then give them a guided tour thro...

just-drinks homepage



Forgot your password?