Anheuser-Busch looks to be retargeting lost customers by working with Harley-Davidson as the effects of an advertising campaign featuring transgender activist Dylan Mulvaney continue to harm the beer giant.
Limited edition Budweiser cans bearing the Harley-Davidson insignia will now be sold by the company. Each can have the tagline “Kings of our Craft” and the phrase “brewed and built in the USA.”
A new television ad introducing the campaign shows a gray-haired mechanic repairing a Harley. The commercial then switches to another group of men enjoying Budweiser while listening to rock music.
“The greatest legacies are built with grit and resilience, one detail at a time. Limited edition Budweiser Harley-Davidson cans – for those who give everything to their craft. This Bud’s for you,” a narrator says.
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“The greatest legacies are built one detail at a time. Here’s to an American collaboration for the ages,” Budweiser wrote in a Facebook post announcing the campaign. The campaign was not met with enthusiasm from Facebook commenters, however, suggesting the backlash from the Mulvaney campaign is still very much affecting the brand.
The most severely impacted brand is Bud Light because the Mulvaney ad made it famous and led to the boycott. Since then, it has spread to other Anheuser-Busch products.
Sales of Bud Light have decreased by more than 23%, claims Jared Dinges, a beverage analyst at JPMorgan Chase, during the week that ended on May 6. According to him, there are certain American consumers who won’t be drinking Bud Light in the near future.
“We believe a 12% to 13% volume decline on an annualized basis would be a reasonable assumption.”
The most recent Harley-Davidson commercial is not the first time since the boycott started that the business has seemed to be courting lost clients. Conservatives viewed Bud Light’s release of limited-edition cans with camouflage patterns earlier this month as evidence of the boycott’s effects.