Bud Light Recruits Emmitt Smith And Peyton Manning

Bud Light has made an effort to regain consumer favor, following a difficult year, and has enlisted the help of two football legends to help bolster sales in an advertisement initiative called “Easy Rounds.” The launch of these ads were launched at the beginning of the month, which features retired Denver Broncos quarterback Peyton Manning ordering a generous round of Bud Light for patrons at a bar.

Manning creatively imitates his football throws and shoots Bud Light cans to different customers in the bar. One lucky person catches a can and slides down to the ground to see the retired Dallas Cowboys running back Emmitt Smith looking back. Finally, the ad ends with Smith and Manning both tossing their Bud Light cans towards the excited crowd.

The campaign ultimately represents Bud Light’s determination towards reviving its image after the significant financial setbacks made throughout much of 2023. This year, the brand attracted criticism and outrage online for its partnership with a transgender social media influencer, Dylan Mulvaney.

Commenting on the brand, Smith said, “It’s an iconic brand and has been around sports for a long time.” Smith brought up the Dallas Cowboys to demonstrate the cyclical nature of periods of highs and lows.

Anheuser-Busch, the parent company of Bud Light, recorded an 13.5% decline in the third-quarter U.S. revenue per 100 liters, one of the significant measures in beer sales during a tough economic environment. Anheuser-Busch InBev reported sales to U.S. retailers down nearly 17%, the majority of which was due to Bud Light’s volume decrease.

However, Anheuser-Busch executives still maintain positive expectations towards the comeback and revival of Bud Light. Michel Doukeris, CEO of AB InBev referred to a survey where 40% of previous Bud Light users expressed willingness to revisit the brand.

Doukeris assured the stakeholders that the company has a detailed plan for this. Bud Light’s most recent six-year sponsor deal with Ultimate Fighting Championship (UFC) is another approach to its recovery.
UFC President Dana White sticks firmly to his stance that the partnership is a good thing, pointing out the positive work that the brewery’s parent company has done, particularly in the area of employing former war veterans and helping out farmers.

The beer giant, in the complexity of public sentiment and market dynamics, hints at collaboration with iconic figures, and strategic sponsorships in its determination to regain the market limelight after deciding to go woke.