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Good news, Anheuser-Busch InBev.
Sure, sales of Bud Light are still in the tank after an ad campaign with transgender “influencer” Dylan Mulvaney backfired spectacularly. Sure, the bleed has extended over to your brand’s other beers, as well.
And yes, you’ll be on the backpedal for your woke-tastic ad campaign for quite some time now — particularly since it came as Bud Light’s VP of marketing went on a podcast and implied the beer’s customer base had been drawn in by “fratty” ads and the company now wanted to project an image of “inclusivity.” That image has turned out to be pretty exclusive, since Bud Light proceeded to shed roughly a quarter of its sales.
So, yes, a lot of bad news in there. But fear not, soulless Belgian beverage conglomerate: Miller Lite is here to say “Hold my beer.”
See, it turns out that even before Bud Light got national notoriety for shooting itself in the foot with Dylan Mulvaney, Miller Lite –a brand produced by the Molson Coors brewing company — was getting woke, too. It just didn’t get noticed.
Miller Lite released a YouTube video in March — women’s history month — in which actress Ilana Glazer talks up how sorry the brand is for objectifying women in beer ads from the 1980s and 1990s, and what it’s doing to make amends. The video got deservedly little attention at the time, but the Bud Light fiasco has brought it to a head.
Glazer, best known for co-creating and co-starring in the über-lefty Comedy Central series “Broad City,” spends the minute-and-a-half of advertising excoriating the beer industry for putting the “founding mothers of beer” in skimpy swimwear, noting that “women were among the very first to brew beer ever, from Mesopotamia to the Middle Ages.”
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