BUD LIGHT MARKETING VP BURNS BRAND
MODERN INCLUSIVITY MEANS TORCHING YOUR CUSTOMER BASE
Alissa Heinerscheid, Bud Light’s marketing VP torches the brand as she describes the customers as fratty and out-of-touch.
"I’m a businesswoman, I had a really clear job to do when I took over Bud Light, and it was ‘This brand is in decline, it’s been in a decline for a really long time, and if we do not attract young drinkers to come and drink this brand there will be no future for Bud Light,'" Heinerscheid said.
"We had this hangover, I mean Bud Light had been kind of a brand of fratty, kind of out of touch humor, and it was really important that we had another approach," she said.
“She told the Make Yourself at Home podcast that she was convinced Bud Light must incorporate 'inclusivity, it means shifting the tone, it means having a campaign that's truly inclusive, and feels lighter and brighter and different, and appeals to women and to men.“
One thing is for sure, Heinerscheid has definitely managed to destroy the company’s reputation with its current customer base.
TEMPLE CO is a reader-supported publication. To receive new posts and support the work, consider becoming a free or paid subscriber.