In a strategic move to recover from a contentious marketing campaign, Anheuser-Busch is offering a significant rebate on purchases of Bud Light beer, as detailed in an article by Christiaan Hetzner on fortune.com. The “Bud Light on Us” rebate, active until July 8, provides up to $15 back on a 15-pack or larger in most U.S. states. This initiative is part of a broader summer marketing campaign, which the company has touted as its most ambitious to date.
The rebate is a clear attempt to mend fences with consumers following a polarizing campaign featuring transgender influencer Dylan Mulvaney. The fallout from this campaign resulted in a significant sales slump as both conservative and LGBTQ+ supporters boycotted the brand. In response, Anheuser-Busch replaced its first female boss, Alissa Heinerscheid, with Todd Allen, who has expressed his enthusiasm for the role.
However, the company’s efforts to regain consumer favor have been met with a lukewarm response. The new ad, “Easy to Summer,” has been met with a significant number of dislikes on YouTube, and the response on Twitter has been even more negative, with many offensive comments requiring moderation by Bud Light account administrators.
This situation offers a valuable lesson in public relations, reminiscent of the Greek myth of Pandora’s box. Once a controversial campaign is launched, like Pandora opening her box, it can be challenging to contain the fallout. Anheuser-Busch’s attempt to close the proverbial box with a rebate offer is a strategic move, but its effectiveness remains to be seen.
Interested consumers can take advantage of the offer by submitting their receipt online along with the Universal Product Code before July 22 on https://www.budlight.com/budlightonusrebate. They will then receive a six-month virtual credit issued by MetaBank. However, the offer is not valid in several states, including Texas, the second-largest state by population after California.
