![]() The protesters called themselves "true patriots," because rather than take a knee during the national anthem, they stood, barely, on their feet, chugging Budweisers - the American way to "proudly we ale."Īt first, Bud Light's parent company made a statement that seemed to tacitly support its involvement with Mulvaney. Racists said they were boycotting Nike because Kaepernick took a knee. That's what Nike did when it signed Colin Kaepernick. ![]() The trick for a brand is not to get caught up in the swirl of debate around the protests. That's because they peak fast and then just go away. ![]() Speaking from experience, and validating what other experts say, boycotts rarely work. ![]() The old-timers and bigots, however, started yelling boycott while younger audiences praised the move. That's an image more associated with old-timers like Kid Rock and Nugent, and with Mulvaney, it took a giant step.īud Light was getting massive PR for its partnership with Mulvaney, and initially, it probably met expectations of engaging a younger demographic. The CMO of Bud Light recently said, paraphrasing here, that the company needed to veer away from a stale brand image. In this case, Mulvaney was a brilliant choice, and the decision showed a stodgy old brand embracing love and acceptance. The decision for Bud Light to associate itself with Mulvaney was a good, gutsy call for a brand wanting to reach a younger, more open-minded audience. ![]()
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