Back to its Roots: Budweiser Shifts Away from Woke Marketing

Social sentiment data for Budweiser has shown a significant decrease from 84.98 before the Dylan Mulvaney event last year. Budweiser had a respectable consumer sentiment score in January 2023 to a low of 39.73 in October of the same year. This decline suggests a decrease in positive sentiment towards the brand during this period based on the marketing decisions the brand has made.

Budweiser is returning to the Super Bowl with a commercial titled "Old-School Delivery," featuring the iconic Clydesdales. Given Budweiser's historical association with the Super Bowl and its commitment to delivering memorable moments, this advertising campaign will likely generate buzz and positive sentiment among viewers.

The "Old-School Delivery" commercial emphasizes Budweiser's history, commitment to delivering more than just beer, and its role in American culture. This messaging aligns with the brand's values and may resonate well with consumers who appreciate tradition and resilience.

Additionally, Budweiser plans to engage with the Las Vegas community through activities involving the Clydesdales, further enhancing the brand's image and connection with consumers.

Budweiser is also encouraging consumers to follow the Clydesdales' journey on various social media channels, which can help boost social sentiment and brand loyalty as fans interact with the brand's content leading up to the Super Bowl.

In contrast, Coors appears to have benefited during this challenging period, with rising consumer sentiment. Coors' social sentiment increased from 79.66 to 90.23 during the same time frame, indicating a more favorable perception among consumers.

Budweiser's Super Bowl advertising and community engagement efforts may play a crucial role in trying to reverse the declining trend in social sentiment and respond to the changing landscape of beer consumption preferences in the U.S.

Leading the decline, Steinman said, was Anheuser Busch. But while the Bud Light maker caught headlines over a sponsorship agreement with transgender influencer Dylan Mulvaney that subsequently led to a boycott among some longtime drinkers, the protest does not explain why overall consumption still managed to fall, Steinman said.

In summary, despite the recent decline in social sentiment, Budweiser's Super Bowl advertising and community engagement efforts are expected to have a positive impact on brand perception and sentiment in the near future.