Anheuser-Busch Thinks We’re Idiots - By
Tim Young- The brewer thinks pictures of horses and a reminder of 9/11 will make its alienated customers forget that the company holds them in contempt. Nope.
"...Last week, the company released an online commercial titled “
The Shared Spirit,” which might have passed the smell test some other time in history, but
not now.
...Bud Light’s vice president of marketing, Alissa Heinerscheid. In it, she says her goal was for the brand to evolve and be more “inclusive.”
“Representation is sort of the heart of evolution,” Heinerscheid explains. “You’ve got to see people who reflect you in the work. And 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.”
Given Heinerscheid’s remarks, “The Shared Spirit” spot looks like pandering to the lowest common denominator—a.k.a. all of the people who will no longer be drinking Bud Light, at least in her mind.
It’s important to put this commercial into perspective.
Where it would typically be a patriotic and warm take on America, it’s clear to anyone who is paying attention that Bud Light quickly threw together a piece to counteract their bad press—and made a caricature of patriotism and former Bud Light drinkers in the process....
"
