The infamous beer brand, Bud Light, is working to win back its fan base after partnering with transgender-identifying influencer, Dylan Mulvaney, causing a huge boycott earlier this year.
Bud Light looks to target its traditional fan base after announcing its partnerships with the National Football League (NFL) and College Football. The beer brand is officially sponsoring 50 college football teams. They are also featuring 20 different schools on their College Team Cans collection along with 23 limited-edition NFL team packaging.
This year’s football marketing budget for Bud Light seems to be a bit heftier than before considering the collaborations in teams have doubled. Wonder why that is? It couldn’t be because they have lost almost $40 billion in value after going against their core demographic — could it?
Along with the team partnership announcements, they also launched their Bud Light Backyard Tour! The brand is traveling around to different college campuses and hosting a tailgate party on Thursday or Friday night leading up to the big rivalries.
Although this marketing campaign is nothing new, it sure seems like they are putting more effort into it this year. Do you think it will be enough to win back the original fan base or is Bud Light doomed for the foreseeable future?
