The Molson Coors company apparently looked at Anheuser-Busch’s ailing sales and reputation and said, “Hold my beer,” then went full steam ahead with a commercial likely to alienate many of its customers in the same way that Bud Light did with its Dylan Mulvaney partnership.
That move from Molson Coors comes a few weeks after Bud Light launched a promotion with activist Dylan Mulvaney and subsequently watched their brand’s goodwill evaporate in what seemed like it was an overnight backlash campaign.
Miller Lite did so with an ad that is about feminism and alienates many men, the typical drinkers of light beer, shocking many who would otherwise assume that the beer company would try to win over light beer drinkers, not alienate them. Particularly, after the Bud Light disaster, it shocked many that Miller would run such an ad instead of backing off and trying to capitalize on the Anheuser-Busch misstep.
“Here’s a little-known fact,” the ad spot begins, featuring one of the last people on earth most men would want to drink with, continuing with a liberal interpretation of historicity, “Women were among the very first to brew beer ever. From Mesopotamia to the Middle Ages to Colonial America, women were the ones doing the brewing.”
“Centuries later, how did the industry pay homage to the founding mothers of beer? They put us in bikinis. Wow. Look at this s***. Wild. It’s time beer made it up to women,” the individual in the ad then says, still stomping around while doing so.
And then Miller Lite just goes off the rails, with the ad quickly descending into vulgarity and profanity. “So today, Miller Lite is on a mission to clean up not just their s*** the whole beer industry’s s***. Miller Lite has been scouring the internet for all this s*** and buying it back so they can turn it into good s*** for women brewers. Literally good s***. How you ask? Ladies, take it away.”
“First we turn the batch s*** into compost that we keep compost towards pushed s*** out beautiful fertilizer,” another angry-looking and angry-sounding woman states. “That good s*** helps farmers grow quality hops, which has been donated to women brewers to make their own really good s***,” says another.
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“But there’s definitely more s*** out there. Your attic is in the garage, and your parents’ basement is. Send any s*** you’ve gotten to Miller Lite and they’ll turn that into good s*** too. So here’s to women, because without us there would be no beer,” the ad finishes.
Watch the ad here:
Added:TTwiTwitter was quick to criticize the ad and joke about Miller Lite going the way of Bud Light. “So much of the bizarre world we see around us is the result of institutional capture—e.g. the capture of our corporations and advertising firms. But to understand these phenomena you also have to understand the power of the new social credit scores for corporations: CEI and ESG,” one user explained. “I’m just going to quit drinking at this point,” another lamented. “So when should I short their stock? Midsummer? Early fall before summer quarterlies come out?” asked another user.