Bud Light’s latest commercial ignited scorn and derision from social media users online — who said the spot unwittingly depicted brewer Anheuser-Busch’s failure to address its ill-fated tie-up with transgender influencer Dylan Mulvaney.
The nation’s top-selling beer brand, which has been gradually losing market share to upstart Modelo Especial and other rivals over the course of recent weeks, posted the light-hearted commercial on its official social media page on Sunday.
It shows a picnic-goer devouring a hearty watermelon while inclement weather sends others in the area scurrying for cover as paper plates and cans of Bud Light are sent flying.
The woman eating the watermelon observers the chaos surrounding her and simply continues on as if nothing happened.
“It’s fine, this is fine,” the caption read, mimicking a popular meme which depicts a dog drinking coffee while his home is engulfed in flames.
Reaction on Twitter was scathing from users who continue to insist that Anheuser-Busch offer a full-throated apology for its decision to partner with Mulvaney.
“Uhhhh…nope. We are done with you,” wrote one Twitter user who urged a boycott of Bud Light.
Another Twitter user commented that the commercial was a depiction of what was taking place at Bud Light’s corporate office.
“We’re getting an inside look at Buds corporate office today. After talking with representatives, they say ‘It’s fine, this is fine!’” the Twitter user wrote.
“This brand seems to have hit rock bottom…” another Twitter user wrote.
“The best beer is an open beer,” the caption on the tweet read.
Naysayers posted snarky responses, including one who wrote: “Based on your declining sales and market share, the best beer is literally anything else.”
The Twitter commenter posted a photo of a bottle of Modelo Especial, whose global distribution is owned by Anheuser-Busch InBev but whose US-based operations are run by Constellation Brands.
Meanwhile, sales of Bud Light continued to slump over the critical Fourth of July holiday period, according to the latest industry figures.
Bud Light sales plunged 28.5% for the week ended July 1 — slightly worse than the 27.9% decline they suffered the previous week.
Bud Light’s woes once again appear to have “infected” its sister brands at Anheuser Busch, according to Bump Williams, whose eponymous consulting firm crunched the latest numbers from NielsenIQ.
Sales of Michelob Ultra — the nation’s No. 3 beer last year — were down by 4.3% in the week ended July 1 while Busch Light sales were down 8.5%, according to the Bump Williams Consulting and NielsonIQ data.
Modelo Especial, the No. 2 beer brand in the US, saw its sales jump 11.4% during the week ended July 1.
The rival brew could overtake Bud Light before the close of the year if the brands continue on their current trajectories, Williams said.
Additional Reporting by Lisa Fickenscher
