Bud Light
Introduction
Bud Light Brand Divorce, Case Study
INTEREST CATEGORY: MARKETING RESEARCH
POSTING TYPE: TOCs
BUD LIGHT BRAND DIVORCE
ACADEMIC CASE STUDY AVAILABLE
A multimedia, academic case study on the recent Bud Light boycott is available from the Marketing Accountability Standards Board (MASB). The Bud Light Brand Divorce includes a white paper, PowerPoint presentation with discussion questions and guide, and an introductory video. Interested parties can contact info@themasb.org.
Compiled from a series of articles published between May and September 2023, the MASB white paper describes how impaired brand preference led to persistent sales volume decline at AB InBev, parent company to the Budweiser簧 and Bud Light簧 beer brands, after sponsored Instagram posts promoting Bud Light were met by a wave of criticism on social media.
Former marketing finance executive and current MASB Trustee/Treasurer Jim Meier and MASB Executive Director Frank Findley relate how MASBs landmark Brand Investment & Valuation study (March 2016) concluded that this would be the case, despite a sizable portion of news coverage downplaying the likelihood of a significant monetary impact to AB InBev generally and Bud Light specifically.