A How To Guide On Incorporating Cultural Issues Into Your Brand Identity
In this article we will be discussing backlashes and boycotts when brands don’t listen to their customer base while attempting to include new audiences and change with the times. This popular topic has been triggered by the recent Anheuser Busch inclusive ad campaign, and it’s resulting downturn on their stocks and revenues. As it continues to play out we can all learn many lessons in how to incorporate cultural issues into marketing. In this example it is obvious how the marketing department failed to identify customer sentiment and consumer ideologies in their campaign. While the repercussions are clear, they aren’t always as easy to identify. Oftentimes when consumers begin to disassociate with a brand, and loyal consumers abandon a product, internally the reasons are various. Because of the concentration of focus in this moment we believe that there is much to be learned from going back to the basics. First, let’s take a deeper look into how this specific issue came about and unfolded.
Failed Attempt of Brand Inclusivity
In the wake of the Dylan Mulvaney ad campaign in which this well known brand influencer promotes the Bud Light brand, one thing remains clear, Anheuser Busch missed their target. But what about this campaign was it that caused such an uproar. Anheuser Busch works with influencers across their many brands and Bud Light itself has partnered with groups like GLAAD, even turning their cans rainbow on occasion. It is not uncommon for them to change their cans to match any number of commemorative moments, milestones, or individuals. It seems that an unforeseeable combination of anti-transgender sentiment and conservatism created a backlash in what could only be considered a failed attempt of brand inclusivity. This is evident by the market reaction from the launch of this ad campaign, triggering losses in the range of 25% in many markets for the most consumed beer in America.
The “can they recover” tone has rang through multiple channels as they continue to see the decline in product sales across all market segments. It was expected that new audiences would be tapped (no pun intended) that would possibly make up for any negative losses. This expectation has yet to be realized.
Comparative Brand Inclusivity
Other brands have seen quite a different reaction with their own attempts at transitioning to being more inclusive. Brands like Nike, Coca-Cola, and even Progressive have successfully incorporated diversification in their cast and inclusivity in their messaging. But what did they do differently to have such a drastically different reaction? The answer is not as simple.
These brands, while all very different, have continued to revise their identity, over many years, to maintain a wide demographic and appeal to diverse audiences. They continued to check in with their customer base, casting brand ambassadors from diverse backgrounds, and pushing a dialogue of togetherness.
Simply put, they did it gently and over time. Drastic changes, especially those seen to incorporate sensitive issues, tend to have drastic responses.
In this instance they seemed to have included responses that include celebrity boycotts and blatant backlash. Some celebrities have even demanded the removal of the product from the concessions at venues where they play.
Can Lightning Strike Twice
Attempting to recreate the boost in sales seen by other brands, Bud Light wanted to piggyback off the success of brand influencer, Dylan Mulvaney. It left many thinking that they were trying to recreate magic, or somehow find the recipe for lightning to strike twice. While many of the other brands that work with this specific influencer have found great success, assuming that means that similar or the same success will be felt when combining them with your brand isn’t a sure thing. Anheuser Busch has somehow dismissed the possibility that by touching on a specific cultural issue that their customer base may disconnect and move to other brands readily available in the market.
Conservatives on social media have coined the phrase “get woke, go broke,” suggesting that brands pivoting so dramatically to employ inclusive campaigns risk excluding loyal brand followers. For brands attempting to reach key demographics or tap into potential growth, caution should be heeded. While reaching new audiences is critical for expanding brand potential, there is a lot to be learned from the misstep made by Bud Light’s Vice President of Marketing, Alissa Heinerscheid. Reinvigorating sales and activating young people to enjoy your brand’s products takes more than a single campaign, a single brand influencer, and a single attempt. In the highly polarized society we live in today, there is always a chance for negative feedback, but it is rarely to this magnitude. In this instance, Anheuser Busch was ready to change their perspective. In the wake of the backlash of the Mulvaney campaign they released a right-wing focused campaign featuring their iconic Clydesdales. Critics say that this will now ultimately alienate consumers on both the left and the right.
In the meantime, Anheuser Busch has issued an official apology to America. They did this by providing each of their workers a 30 pack of their products. But will this be the boost they need to correct their stock losses? As of the week ending April 22, 2023 their losses account for nearly 30 percent, which competitor brands Miller and Coors are seeing gains never before realized. Is it too little too late? Only the consumers dollars will tell us that story.