3 lessons from Bud Light’s mismanaged sponsorship campaign

On April 1, Bud Light sponsored an Instagram and TikTok post from the accounts of trans-activist Dylan Mulvaney. Soon, public figures including Florida Gov. Ron DeSantis, Kid Rock, and Caitlyn Jenner were publicly criticising the company. Following months of aggressive boycotting, America’s best-selling beer for more than two decades fell second-place to Modelo Especial. Its sales volume dropped a staggering 29% in the four-week period ending in mid-June from a year earlier. In this article, we assess 3 lessons from a grossly mismanaged sponsorship campaign. 

First, it’s important to note that Bud Light's relationship with Dylan Mulvaney was not extensive. It went as far as two Bud Light sponsored posts featuring a personalised beer can to celebrate 365 days since her transition. Despite the campaign’s relatively small scale, the company took into account neither the breadth nor the qualities of its audience. Further, it’s no secret that powerful companies in the United States, including Apple, Citigroup, CVS, Bank of America and many others have faced immense pressure when dipping into political campaigns. The backlash has been enormous and ought to have been considered with a clear plan of action.