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.

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