Business

King of beers no more: How Bud Light lost its crown on August 3, 2023 at 10:00 am Business News | The Hill

Published

12 months ago

August 3, 2023

Bud Light has been locked for months in a contentious dispute with its consumer base over a brief partnership with transgender influencer Dylan Mulvaney that has cost the brand and its parent company, Anheuser-Busch, billions in market value.

The brewing giant this week said it plans to lay off hundreds of U.S. corporate employees in an announcement that was celebrated by conservative leaders who have voiced opposition to Bud Light’s partnership with Mulvaney and the expansion of transgender rights more broadly. The company did not mention Mulvaney or the ongoing controversy in its announcement.

Mulvaney, a transgender influencer who has shared her transition journey with followers online, in April shared a sponsored post to her Instagram page promoting Bud Light’s annual March Madness sweepstakes, kicking off a deluge of conservative criticism over the company’s partnership with an openly transgender woman.

Right-wing celebrities, media personalities and even politicians responded to Mulvaney’s post by uploading videos of themselves destroying cases of Bud Light to social media and calling for a nationwide boycott of the beer, which had at that point enjoyed a 22-year reign as the nation’s best-selling beer.

Conservative pundit Ben Shapiro decried Bud Light’s partnership with Mulvaney during an April 3 episode of his radio show, repeatedly misgendering Mulvaney and telling his listeners that they are being “forced to consume” products from companies including Anheuser-Busch that believe “men are women and women are men.”

The same day, singer-songwriter Kid Rock in a video posted to Instagram and X, the platform formerly known as Twitter, shot four cases of Bud Light with what appeared to be a semi-automatic rifle.

“F— Bud Light and f— Anheuser-Busch,” he said in the video, which has been viewed more than 53 million times on X and more than 1.8 million times on Instagram.

In an April 5 statement on X, country music star Travis Tritt said all Anheuser-Busch products would be removed from his upcoming tour. “I know many other artists who are doing the same,” he said.

Other conservative figures publicly mischaracterized the brand’s brief partnership with Mulvaney – which consisted of a single 50-second Instagram video and an Instagram story post that disappeared after 24 hours – as a much larger marketing campaign meant to make both Bud Light and Mulvaney money.

The brand as part of the partnership also sent Mulvaney a custom Bud Light can with an illustration of her face on it, which was not commercially available.

Sales of Bud Light have dipped substantially since April, in part because of the backlash but also because beer has been steadily losing market share for the better part of the last decade (from 2011 to 2021, Anheuser-Busch fell from 46.9 percent of the market to 38.6 percent).

Bud Light was unseated by Mexico’s Modelo Especial as the nation’s best-selling beer in May, with sales down nearly 25 percent from one year ago.

While it’s likely neither Bud Light nor Mulvaney anticipated the scale of the backlash or the financial fallout, the response from conservatives is not entirely unprecedented. The catchphrase “Go Woke, Go Broke” has been used in right-wing circles since at least 2018 to criticize corporations that align themselves with progressive causes.

Conservatives last year threatened to boycott Disney after the company spoke out publicly against Florida’s Parental Rights in Education bill – known to its critics as the “Don’t Say Gay” bill for its heavy restrictions on talk of sexual orientation and gender identity in public school classrooms.

In June, similar outrage was directed at retail giants Target and Kohl’s for selling LGBTQ Pride-themed merchandise. The British footwear company Dr. Martens this week received conservative backlash for sharing an Instagram photo of a pair of boots painted with an illustration that showed a person with top surgery scars.

Transgender rights have also in recent years become a focal point of conservative politics in the U.S. This year alone, 566 bills targeting transgender Americans were introduced in 49 states, most of them by Republicans, who in a Pew Research Center poll conducted last year were most likely to say society has “gone too far” in accepting transgender people.

Two weeks after Mulvaney’s Instagram post, Anheuser-Busch CEO Brian Whitworth responded to the backlash with a written statement that distanced the company from the influencer.

“We never intended to be part of a discussion that divides people,” Whitworth wrote in the April 14 statement, which does not mention Mulvaney or the backlash outright. “We are in the business of bringing people together over a beer.”

The same day, Bud Light’s social media accounts posted for the first time since the controversy began, opening the floodgates to users determined to make their position on the company’s partnership with Mulvaney known. A simple “TGIF?” tweet garnered more than 33,000 replies, many of them referencing Mulvaney. The post has been viewed more than 12.5 million times.

In addition to conservative critics, those who support Bud Light’s partnership with Mulvaney and transgender rights more broadly have also played a role in the beverage’s fall from grace.

Virtually all sides in the debate have criticized Anheuser-Busch’s relatively tepid response to the backlash as insufficient for not taking a firm stance either way.

The Human Rights Campaign, the nation’s largest LGBTQ civil rights group, in May suspended its benchmark equality and inclusion rating for Anheuser-Busch, citing the company’s handling of the backlash. The previous month, the organization, in a letter to an Anheuser-Busch executive, admonished the company’s lukewarm response, including Whitworth’s April 14 statement.

“In this moment, it is absolutely critical for Anheuser-Busch to stand in solidarity with Dylan and the trans community,” the letter said.

Anheuser-Busch since sales began falling in April has attempted to court both liberals and conservatives to recoup some of its losses. In June, the company aired a series of television ads leaning into football and country music – themes that resonate with conservatives.

Also in June, Anheuser-Busch told the Daily Beast it is “committed to the programs and partnerships we have forged over decades with organizations across a number of communities, including those in the LGBTQ+ community.”

Still, sales of Bud Light remain soft. For the four weeks ending July 1, Modelo Especial captured 8.7 percent of overall beer sales, compared to Bud Light’s 7 percent share, CNN reported last month.

For her part, Mulvaney has remained relatively quiet on the issue, absent the handful of mental health updates she’s shared with her followers since April. She explicitly addressed the ongoing controversy in a June TikTok video that criticized Bud Light and Anheuser-Busch’s failure to publicly support her and the transgender community at large in the face of a widespread hate campaign.

“For a company to hire a trans person and then not publicly stand by them is worse in my opinion than not hiring a trans person at all because it gives customers permission to be as transphobic and hateful as they want,” Mulvaney said. “And the hate doesn’t end with me. It has serious and grave consequences for our community.”

“To turn a blind eye and pretend everything is OK, it just isn’t an option right now,” she said.

–Updated at 6:21 a.m.

State Watch, Business, LGBTQ, News, Anheuser-Busch, Bud Light, Dylan Mulvaney, Kid Rock, LGBTQ rights, Transgender rights Bud Light has been locked for months in a contentious dispute with its consumer base over a brief partnership with transgender influencer Dylan Mulvaney that has cost the brand and its parent company, Anheuser-Busch, billions in market value. The brewing giant this week said it plans to lay off hundreds of U.S. corporate employees in an announcement…

Business

84% of Consumers Expect Brands to Create Content

Published

13 hours ago

July 26, 2024

Bolanle Media Staff

84% of consumers expect brands to create content, highlighting the critical importance of content marketing in today’s business landscape. This statistic underscores a significant shift in consumer behavior and expectations, making it essential for businesses to prioritize content creation as part of their advertising and marketing strategies.

Content marketing has become a powerful tool for businesses to engage with their audience, build brand awareness, and establish trust. By creating valuable, relevant, and consistent content, companies can attract and retain customers, ultimately driving profitable customer action.

Here’s why businesses should take this consumer expectation seriously:

1. Brand Visibility: Creating content helps businesses stay visible in a crowded digital marketplace. Regular content production keeps your brand top-of-mind for consumers and improves your search engine rankings.

2. Customer Engagement: Content provides opportunities for meaningful interactions with your audience. It allows you to address customer pain points, answer questions, and showcase your expertise.

3. Trust and Credibility: By consistently delivering valuable content, businesses can position themselves as industry leaders and trusted sources of information. This builds credibility and fosters customer loyalty.

4. Customer Journey Support: Content plays a crucial role at every stage of the customer journey, from awareness to consideration and decision-making. It helps guide potential customers towards making a purchase.

5. Personalization: Content creation allows for personalized messaging, which is increasingly important to consumers. 91% of consumers are more likely to shop with brands that provide relevant offers and recommendations.

6. Two-Way Communication: Content opens up channels for dialogue between brands and consumers. This two-way communication is vital for building relationships and gathering valuable customer insights.

To maximize reach and effectively integrate content into their advertising strategies, businesses should consider partnering with experienced advertising agencies like Bolanle Media. Such partnerships can provide several advantages:

1. Expertise: Advertising agencies bring specialized knowledge and skills in content creation, distribution, and optimization.

2. Resource Efficiency: Outsourcing content creation can be more cost-effective than maintaining an in-house team, especially for small to medium-sized businesses.

3. Consistent Quality: Professional agencies can ensure a steady stream of high-quality content that aligns with your brand voice and marketing objectives.

4. Multi-Channel Approach: Agencies can help businesses create and distribute content across various platforms, ensuring a cohesive brand message across all touchpoints.

5. Data-Driven Strategies: Advertising partners can provide valuable insights and analytics to refine content strategies and improve ROI.

6. Innovative Techniques: Agencies stay up-to-date with the latest trends and technologies in content marketing, helping businesses stay ahead of the curve.

By partnering with Bolanle Media, businesses can leverage professional expertise to create compelling content that meets consumer expectations. This strategic approach to content marketing can significantly enhance a company’s advertising efforts, leading to increased brand awareness, customer engagement, and ultimately, business growth.

In conclusion, the expectation for brands to create content presents both a challenge and an opportunity for businesses. By embracing content marketing and partnering with experienced agencies like Bolanle Media, companies can meet this consumer demand while maximizing their reach and effectiveness in the digital marketplace.

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Unlock impactful advertising opportunities with Bolanle Media. Our expert team crafts immersive experiences that captivate audiences, driving brand engagement and memorability. Let’s elevate your brand’s marketing strategy together.

Advice

Focus on Filmmaking, Leave Marketing to the Experts

Published

3 days ago

July 23, 2024

Bolanle Media Staff

As an independent filmmaker, your primary goal is to create compelling stories that captivate audiences. However, even the most brilliant films can go unnoticed without effective marketing. Let’s dive into why it’s crucial to focus on your craft and leave the marketing to the professionals, backed by some compelling data and statistics.

The Power of Professional PR

According to the Independent Film & Television Alliance (IFTA), films with professional PR support are 40% more likely to be selected for major film festivals. This statistic alone highlights the significant impact that expert publicity can have on your film’s success. Festival programmers receive thousands of submissions, and having a trusted publicist vouch for your film can make all the difference.

Moreover, IFTA reports that films with professional PR receive 50% more media coverage than those without. This increased visibility can lead to greater audience interest and higher ticket sales at festivals. Media coverage not only boosts your film’s profile but also enhances its credibility and appeal.

The Importance of Industry Connections

A study by the Film Festival Alliance found that 60% of festival programmers are more likely to consider a film if it comes recommended by a trusted publicist. Publicists have established relationships with key players in the industry, including festival programmers, critics, and journalists. These connections can open doors that would otherwise remain closed to independent filmmakers.

Strategic Media Outreach

Effective media outreach is a cornerstone of successful PR campaigns. Professional publicists know how to target the right media outlets and tailor their pitches to each one. According to the IFTA, films with professional PR support receive 50% more media coverage than those without. This increased visibility can lead to greater audience interest and higher ticket sales at festivals.

Navigating the Festival Circuit

Navigating the festival circuit can be daunting for independent filmmakers. Professional publicists have the experience and knowledge to guide filmmakers through the process, from submission to screening. They can advise on the best festivals to target and help manage the logistics of attending and promoting the film at these events.

Amplifying Social Media Presence

In today’s digital age, a strong social media presence is crucial for any film’s success. According to Hootsuite, 73% of marketers believe social media marketing has been “somewhat effective” or “very effective” for their business. For independent films, a well-executed social media strategy can translate into increased festival interest and audience turnout.

Leveraging Data Science for Viewer Insights

In the competitive world of filmmaking, understanding your audience is key. Companies that employ data scientists to analyze viewer behavior can provide filmmakers with a substantial advantage. These experts can uncover valuable insights about audience preferences, optimal release timing, and the most effective marketing channels for specific genres or demographics.

For example, Bolanle Media has a dedicated team of data scientists who specialize in decoding viewer behavior and trends. By leveraging advanced analytics and machine learning algorithms, they can help predict audience reception, optimize trailer release schedules, and identify the most impactful social media strategies for your specific film.

The Bottom Line

As a filmmaker, your primary focus should be on creating exceptional content. The quality of your movie is the foundation upon which all marketing efforts are built. By entrusting the marketing aspects to seasoned professionals, you free yourself to concentrate on your craft. This division of labor not only allows you to create the best possible film but also ensures that your work is promoted with the same level of expertise and dedication that you’ve poured into its creation.

In conclusion, while the data clearly shows the importance of professional marketing support, it’s equally crucial that filmmakers remain focused on their primary task: making exceptional movies. By combining your artistic brilliance with the strategic expertise of marketing professionals and data scientists, you create a powerful synergy that can propel your film to new heights of success in the competitive world of independent cinema.

Business

Why Your Friends Deserve to Get Paid for Your Film’s Success

Published

3 days ago

July 23, 2024

Bolanle Media Staff

In the world of independent filmmaking, where budgets are tight and dreams are big, it’s tempting to rely on friends and local contacts to help bring your vision to life. However, it’s crucial to remember that your friends and local professionals have bills to pay too. Here’s why you should compensate them fairly and how it can actually benefit your film’s success.

1. Friends Aren’t Free Labor

Your friends might be willing to help, but their time and skills are valuable. According to a survey by the Bureau of Labor Statistics, the median hourly wage for arts, design, entertainment, sports, and media occupations was $25.96 in 2020. Expecting friends to work for free not only undervalues their expertise but can also strain personal relationships.

2. Local Businesses Aren’t Charities

That cool café you want to use as a filming location? They need paying customers, not indie film crews taking up space. Offering fair compensation shows respect and ensures you build positive relationships within your community. According to the American Independent Business Alliance, for every $100 spent at a local business, $68 stays within the local economy, compared to $43 when spent at a national chain.

3. Social Media Isn’t Magic

Effective social media marketing requires skill and strategy. A 2021 report by Hootsuite found that 73% of marketers believe their efforts through social media marketing have been “somewhat effective” or “very effective” for their business. Paying a professional to manage your social media can lead to better engagement and a more successful campaign.

4. Festivals and Press Aren’t Free

Film festivals and press coverage are essential for indie films, but they come with costs. Submission fees for festivals can range from $20 to $100 or more. Additionally, hiring a publicist to craft compelling press releases and manage media relations can make a significant difference. According to the Independent Film & Television Alliance, films with professional PR support are more likely to secure festival slots and media coverage.

5. Crowdfunding Isn’t a Cakewalk

Running a successful crowdfunding campaign requires more than just posting your project online. It involves strategic planning, marketing, and often paid promotion. Kickstarter reports that projects with a video succeed at a rate of 50%, compared to 30% for those without. Investing in a high-quality campaign video and marketing strategy can dramatically increase your chances of success.

Why You Should Pay Your Friends and Local Contacts

1. Paying friends and local contacts can often lead to more affordable rates than hiring unknown professionals, but it still respects their need to make a living.

2. Collaborating with people you know creates a greater investment in mutual success, leading to more creative and passionate efforts.

3. Engaging with local businesses and professionals fosters a network of support that can amplify your film’s reach within the community.

4. Those who understand your vision may be more willing to customize their services to fit your specific needs.

5. These collaborations can lead to ongoing partnerships for future projects, creating a sustainable network within the industry.

Strategic Approach to Paying Fairly

1. Look for local contacts that align with your film’s theme or target audience. For example, if your film is music-centric, partnering with local music stores or studios could be beneficial.

2. Instead of asking for discounts, propose ways to cross-promote. This could include featuring their business in your film credits or social media campaigns.

3. Local professionals in marketing or PR fields can offer valuable insights even if you’re not directly hiring their services.

4. Combine paid services with in-kind contributions. For instance, a local graphic design business might create your poster, while you invest in targeted social media advertising.

5. Share behind-the-scenes content featuring your collaborations. This not only promotes your film but also showcases the businesses involved.

The Value of Expertise

Paying your friends and local contacts fairly isn’t just about ethics—it’s about recognizing the value they bring to your project. You asked them for help because they are skilled at what they do. They’ve invested time, money, and energy into honing their craft, and they deserve to be compensated for it. By respecting their expertise, you ensure that your film benefits from high-quality work, which can significantly enhance its success.

Building a Sustainable Network

In the end, investing in your friends and local contacts is about building a sustainable filmmaking ecosystem. When you compensate people properly, you’re investing in your film’s quality, your professional relationships, and the local creative community. Your $30,000 budget film can still make waves, but not on the backs of unpaid labor. By respecting the time, skills, and efforts of those around you, you’re more likely to create a positive buzz, foster goodwill, and potentially set the stage for future collaborations.

The path to success in the film industry is rarely a solo journey. It’s paved with collaborations, partnerships, and mutual respect. By fairly compensating your friends and local contacts, you’re not just making a film—you’re nurturing a community that can support and elevate your future projects.

So, before you ask for that “quick favor” or offer “exposure” as payment, pause and consider the real value of the work you’re requesting. Your dream project deserves professional input, and your friends deserve fair compensation. It’s not just about making a movie—it’s about making it the right way.