Almost exactly a year ago, Bud Light tried to capitalize on the election fervor to roll out an election-themed ad campaign, complete with Super Bowl ads and all. They even had the help of their two fictional candidates, Seth Rogan and Amy Schumer to help promote what Anheuser-Busch CEO Carlos Brito once called “a revolutionary new creative.”
And just like the 2016 election itself, the ad campaign has been a total let down.
The brewer recently released their numbers and reported that Bud Light sales to retailers fell by “mid-single digits” in the third quarter – and lost 0.65 points of market share. Year-to-date, Bud Light’s market share is down by 0.50 points.
The ad campaign was designed to use the momentum of the presidential election to reverse Bud Light’s negative sales trends, but failed to do so.
Anheuser-Busch said it remained “committed to improving its performance and our investing to reverse the negative trends and start 2017 some good momentum.”
If that isn’t a metaphor…