Budweiser is not being punished for being ‘woke’ but rather for failing in its integrity.
I have some bad and good news for all out there concerned about if your brand can be a target of a boycott similar to the one currently imposed by consumers on Budweiser.
The bad news is that it can. We are all potential targets when we let our thoughts known, and brands are not different.
The good news is that boycotts can work under specific circumstances.
The reason the boycott is working is the fact that Budweiser betrayed its promise — the kiss of death of any brand.
Over the years, Budweiser has cultivated an overall image as a classic American beer brand focusing on tradition, celebration, and social connection.
The brand has capitalized on patriotic themes, featuring iconic American symbols like the bald eagle and the American flag in its advertising and packaging. This association with American values and pride has helped establish Budweiser as a symbol of national identity. It has also invested heavily in sports events such as football, baseball, and soccer, effectively cementing its image with a strong ‘bro’ culture.
So, when it decided to run a campaign with trans influencer Dylan Mulvaney to better connect with younger audiences, the brand’s traditional audience reacted and succeeded in showing its disapproval.
And when the backlash happened, the brand backtracked on its intentions to connect with a more diverse audience, leaving it without anyone to bail it out.
So, here is the “Ultimate Branding Cheat Sheet”: when considering any action as a brand, ask if such action supports your brand promise. If it does, do it. If not, don’t.
