New in PJ Media:
The timing couldn’t possibly have been worse. On Monday, the chief marketing officer of Anheuser-Busch, Marcel Marcondes, was in the south of France to accept an award. The beer giant was named “Creative Marketer of the Year” at the Cannes Lions International Festival of Creativity, an international conference known as the Oscars for the adverting industry,” which gives awards for effective advertising and marketing campaigns. Marcondes was there to receive the accolades of his peers just as Anheuser-Busch’s premier brand, Bud Light, suffered its worst weekly drop in sales amid a months-long nosedive after featuring the insufferable trans poster boy Dylan Mulvaney. Well, yeah, you could call that creative marketing.
To be sure, the Cannes Lions festival isn’t run by idiots. They made the decision to give Anheuser-Busch the award before Bud Light brought on Mulvaney. However, no one could say that these savvy advertising execs can turn on a dime. It has now been nearly three months since Bud Light put Mulvaney’s cheesy mug on a can and he got into a bubble bath surrounded by Bud Light cans.
Bud Light’s sales have been in an epic nosedive virtually from the moment the Bud Light can featuring Mulvaney (which red-faced Anheuser-Busch top dogs insist was a one-off); couldn’t Cannes Lions have decided that this was not the best year to dub Anehuser-Busch the “Creative Marketer of the Year”? Or couldn’t Marcondes, faced with the unprecedented self-destruction of his principal product by means of a spectacularly tone-deaf marketing ploy, have graciously declined the award and maintained a discreet silence?
Marcondes did strike a self-effacing note in his acceptance speech: “In times like this, when things get divisive and controversial so easily, I think it’s an important wake-up call to all of us marketers first of all to be very humble.” Warming to his aw-shucks role, he continued: “That’s what we’re doing, being very humble, and really reminding ourselves of what we should do best every day, which is to really understand our consumers.”
Well, no. Bud Light has not exactly recovered its footing after the Mulvaney fiasco. It has just returned to Twitter with a new ad that, as PJM’s Paula Bolyard noted on Thursday, is devoted to “making fun of clumsy white dudes.” Great move, Marcondes! More creative marketing! That’s sure to bring back all the patriots who were revolted by Mulvaney and offended by Anheuser-Busch joining in the Left’s all-out push to force them to accept his delusion and insanity. The Bud Light drinkers in the new ad are falling all over themselves, walking around with pale ankles from wearing socks, and the like.
There is more. Read the rest here.
Phil Copson says
“This Must Be A Joke, Right?”
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“Beer Giant Wins Award in Cannes” certainly sounds like one….
Keys says
?
࿗Infidel࿘ says
Describing Marcel Marcondes as a “marketer” in the first place is like describing Lea Thomas as a woman. She managed to do exactly what any marketer does not want to do – sink her brand. I worked in marketing for 11 years, and during that time, worked on several corporate pitches, sales strategies & product plans to ensure that my employers had successful products out there in the market
Problem w/ these companies is that even though executives (not including Marcondes here) recognize how the public might recoil at certain messages, their boardrooms have enough shareholders from woke companies w/ woke attitudes, who’ve forgotten that their sole goal should be to provide great products & services for their customers, and make profits for their shareholders & employees. Instead, they’re now stepping into societal arenas that have hitherto been apolitical. We’re heading for a new division in the country that’s far worse than what we had during the civil war, and will have to replicate a lot of mainstream companies so that we don’t have to enrich people who loathe us
Transmaster says
Hmmm Modelo Especial beer is good, much better than Trans Lite.
James Lincoln says
Tried some Modelo Especial the other night – tastes great!
Don McKellar says
Is good marketing getting people to talk about your product or is good marketting about successfully marketing your product resulting in increased sales? I guess the judges think that good marketing is not the same thing as good business, and if the marketing destroys sales and reduces market share, that’s second to being talked about. Sort of a marxist view on marketing.
MD Anthony says
Tranheuser-Busch, the beer giant was named “Creative Marketer of the Year”
…Tranheuser-Busch….Tranheuser…