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Lessons from the Bud Light Boycott, One Year Later
Harvard business review ^
| 20th March 2024
| Jura Liaukonyte, Anna Tuchman, and Xinrong Zhu
Posted on 04/16/2024 1:25:00 PM PDT by Cronos
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For brand marketers, it is essential to know your consumer base and align your messaging accordingly, assess your vulnerability to close competitors, and avoid actions that will prolong negative attention in the media.
1
posted on
04/16/2024 1:25:00 PM PDT
by
Cronos
To: Cronos
However, unlike with other consumer boycotts, Bud Light has not bounced back quickly. The sales decline persisted for close to eight months, with sales and purchase incidence down by 32% in Q4 2023. Light Beer is light beer, one can change their "taste" and preference in weeks by going to another similar beer and then becoming loyal to that new beer with no reason to change.
2
posted on
04/16/2024 1:27:42 PM PDT
by
1Old Pro
To: Cronos
I dropped all AB/Inbev products.
Kill the Beast.
3
posted on
04/16/2024 1:29:47 PM PDT
by
NorthMountain
(... the right of the people to keep and bear arms shall not be infringed)
To: Cronos
Only homos drink Bud Light.
4
posted on
04/16/2024 1:30:18 PM PDT
by
MeanWestTexan
(Sometimes There Is No Lesser Of Two Evils)
To: Cronos
We don’t boycott often but when we do it sticks. A word to corporations Know Your Customers.
5
posted on
04/16/2024 1:30:20 PM PDT
by
McGavin999
( A sense of humor is a sign of intelligence, leftists have no sense of humor, therefore…)
To: 1Old Pro
6
posted on
04/16/2024 1:30:45 PM PDT
by
Noumenon
(You're not voting your way out of this. KTF)
To: Cronos
Don’t hire someone from Harvard to market products to working class people.
To: 1Old Pro
All true, switching a light beer is easy and dropping one of them permanently is easy, I have never heard anyone ever express a strong attachment to a light beer.
8
posted on
04/16/2024 1:36:25 PM PDT
by
ansel12
((NATO warrior under Reagan, and RA under Nixon, bemoaning the pro-Russians from Vietnam to Ukraine.))
To: Cronos
”Interestingly, the sales decline in Democratic counties became even larger over time, shrinking the gap between Republican and Democratic counties.” Demonstrating that dims are slow on the uptake. That’s why they’re dims in the first place.
9
posted on
04/16/2024 1:43:12 PM PDT
by
Flag_This
(They're lying.)
To: Cronos
Frankly I am surprised it’s ONLY 28%
What does a company have to do, to piss off 50%? I switched razor brands since Gillette pulled their stunt; and will never go back.
10
posted on
04/16/2024 1:45:25 PM PDT
by
Hodar
(A man can fail many times, but he isn't a failure until he begins to blame somebody else.- Burroughs)
To: Cronos
I’m skeptical that this is a boycott, that it’s political. If you associate Gucci with homeless bag ladies to market to that demographic, are Gucci’s core customers more or less likely to continue buying its products? Having a cross dresser represent Bud Light was going a niche too far. Imagine Colt putting Stephen Paddock’s face on its AR-15 ads to market to potential mass shooters.
11
posted on
04/16/2024 1:45:59 PM PDT
by
Zhang Fei
(My dad had a Delta 88. That was a car. It was like driving your living room)
To: MeanWestTexan
12
posted on
04/16/2024 1:54:29 PM PDT
by
SaveFerris
(Luke 17:28 ... as it was in the Days of Lot; They did Eat, They Drank, They Bought, They Sold ......)
To: Hodar
(Gillette)
I have never bought Gillette since their stupid stunt.
IF it was 90%-95% off on clearance I would
That’s about the only way
13
posted on
04/16/2024 1:57:08 PM PDT
by
SaveFerris
(Luke 17:28 ... as it was in the Days of Lot; They did Eat, They Drank, They Bought, They Sold ......)
To: Cronos
My wife has been drinking Bud Lite for decades. She has ignored the boycott.
14
posted on
04/16/2024 2:03:37 PM PDT
by
SaxxonWoods
(Are you ready for Black Lives MAGA? It's coming.)
To: Flag_This
It’s blacks getting razzed as homosexuals for drinking Butt Lite by their buddies.
No straight guy will willingly touch the stuff.
15
posted on
04/16/2024 2:07:30 PM PDT
by
MeanWestTexan
(Sometimes There Is No Lesser Of Two Evils)
To: Cronos
I still think “boycott” is a poor description of the consequences of the Mulvaney stunt - a boycott largely an organized effort; with Bud Light, people were just individually disgusted, and as such mostly reacted spontaneously to find something else to patronize (which in the light beer world, isn’t all that hard to do).
16
posted on
04/16/2024 2:14:07 PM PDT
by
Stosh
To: 1Old Pro
All light beer tastes bad, those who drink it have atrophied taste buds. It’s not like offended normal people are losing any drinking “pleasure” by changing to a brand that has not insulted them.
17
posted on
04/16/2024 2:31:18 PM PDT
by
ChildOfThe60s
("If you can remember the 60s....you weren't really there")
To: Stosh
18
posted on
04/16/2024 2:31:57 PM PDT
by
ChildOfThe60s
("If you can remember the 60s....you weren't really there")
To: NorthMountain
I dropped all AB/Inbev products. /echo Permanently!
19
posted on
04/16/2024 2:52:18 PM PDT
by
VRW Conspirator
(Big Pharma, Big tech, Big Comms, Big Oil, Big Defense Contractor, Big Banks - BUST THE TRUSTS)
To: Cronos
Can Harvard Business Review be objective on this subject?
20
posted on
04/16/2024 4:15:17 PM PDT
by
TChad
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