Social Listening | James Cox

     The company that I chose to analyze is Bud Light. Bud Light has come under fire recently for their promotion of transgender Dylan Mulvaney. People all over TikTok and social media are boycotting Bud Light and calling for people to destroy their stock of the beer. What interests me with this product and the backlash from this promotion is how people vastly overreacted to it. Although it wasn't a smart marketing move on Bud Lights part, people who are fans of Bud Light made a bigger deal about the situation than was needed. All that Bud Light did was send Mulvaney a custom can with his face on it and Mulvaney made a post about it. The fact that Bud Light fans saw this and began a boycott of Bud Light beer is an overreaction. Bud Lights value proposition is "Bud Light is about fun, sociability, and bringing friends together". I found multiple comments about Bud Lights brand on Bud Lights Instagram. One person says "There will be whole sections in business textbooks in the future detailing how you guys tanked your own brand". Another person says "Nobody is buying your beer at my local store". Finally one person said "You owe an apology to real women". All of these elements relate to marketing. Bud Light had a marketing promotion that they send to a transgender influencer that ended up backfiring and causes controversy. At the moment Bud Light has not respond to all the comments and I assume that they will not ever. Ultimately I think that Bud Light succeed with this campaign because, while we have seen some decline in the sale of Bud Light Beer, i think that the market will eventually level out and Bud Light will have gained more customers. If I were the manager or CEO of Bud Light I wouldn't have done the promotion the way that Bud Light did it. If i were the brand manager i would have used social media to promote something else, because from a marketing stand point this was a terrible idea.