Bud Light has been working diligently to recover lost customers after the massive boycott in 2023, which severely damaged the beer’s brand reputation. After partnering with transgender activist Dylan Mulvaney, many consumers ditched Bud Light, vowing never to drink the beer again. However, the beer has drastically changed its advertising strategies after falling from grace with drinkers.
The latest commercial from Bud Light features pop star Post Malone, and comedian Shane Gillis portrayed as suburban dad-like figures sitting outside their garage in a cul-de-sac by a Bud Light cooler. A neighbor approaches the two as they exchange jokes and asks them to help spice up a party he plans to throw at his house.
Gillis and Malone spring into action, displaying their audacious personalities and transforming the function into a raging party. At one point, NFL legend Peyton Manning even makes a debut, admiring their outrageously large Bud Light cooler. Like many other recent ads, the commercial leans in on humor and focuses on its core audience, unlike the Mulvaney collaboration.
The new commercial has garnered mixed opinions from commentators online. Some have applauded Bud Light’s advertising direction. However, others are unconvinced the company has truly changed, maintaining skepticism toward the beer maker. “Finally, someone at Bud Light understood the assignment 
,” one commentator reacted.
However, another person pushed back, commenting, “All they need to do is publicly apologize and grovel for pushing DEI trans instead of paying celebrities millions of dollars 
don’t fall for their tricks.” Another person indicated they would still boycott the beer, writing, “Doesn’t matter. I still refuse to buy any Anheuser-Busch product ever again.”
The Tribune reported extensively on the Bud Light controversy throughout 2023 and beyond, which some believe the brand will never fully recover from. At the time, Alyssa Heinerscheid, Bud Light’s vice president of Marketing, was accused of being the driving force behind the company’s shift toward the overtly woke advertising.
Heinerscheid had made comments, criticizing the traditional image surrounding the average Bud Light drinker, describing the brand reputation as “fratty” and “out of touch.” She was pushing to make the beer more inclusive, arguing that the future of Bud Light was contingent on the brand making a foray into the woke trends of the time.
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Watch the latest commercial below:
Heinerscheid said, “I’m a businesswoman. I had a really clear job to do when I took over Bud Light and it was, this brand is in decline. It’s been in decline for a really long time. And if we do not attract young drinkers to come and drink this brand, there will be no future for Bud Light. So I had this super clear mandate, like we need to evolve and elevate this incredibly iconic brand and my what I brought to that was a belief in okay, what is what are we what does evolve and elevate mean? It means inclusivity it means shifting the tone. It means having a campaign that’s truly inclusive and feels lighter and brighter and different and appeals to women and to men and representation is it sort of the heart of evolution, you got to see people who reflect you in the work and we have a hangover. I mean, Bud Light had been kind of a brand of fratty. Kind of out of touch humor, and it was really important that we had another approach.”’
Note: The featured image is a screenshot from the embedded video.