by Engagement Labs | Jun 13, 2023

Demographics Unmasked: How Male Consumers Shape Bud Light’s Narrative

In the realm of marketing and advertising, data-driven insights are paramount to success. When it comes to maximizing sales, brands, advertisers, and media, brands need to tap into the power of consumer conversations.

In this article, we delve into Bud Light’s TotalSocial data, exploring how offline and online conversation sentiment affects sales. By examining the controversy involving transgender influencer Dylan Mulvaney and its subsequent impact on sentiment, we shed light on the predictive power of offline conversations when sentiment takes a plunge.

There is no question, Bud Light’s business is suffering. FOX Business recently reported on losses not only affecting the Bud Light brand, but Anheuser-Busch’s brand sales overall. “For the week ending May 27, NielsenIQ data that Bump Williams Consulting provided to FOX Business showed that Bud Light posted a 23.9% decrease in sales on a dollar basis compared to a year ago. The Anheuser-Busch-owned brand’s sales have fallen 24.5% in the past four weeks ending with that one, according to the data.”

So how can keeping a finger on the pulse of Americans’ conversations have helped Anheuser-Busch better understand the fallout of the issue?

The Dylan Mulvaney Controversy

Bud Light is no stranger to embracing Pride Month, and up to this point enjoyed largely positive conversation sentiment, offline and online. In fact, Bud Light’s commitment to the movement earned the brand a top LGBTQ+ rating from the Human Rights Campaign Foundation last year.

Read the full Bulldog Reporter article, here.

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