Anheuser-Busch InBev is “looking forward” with a new campaign that focuses on its role in the beer industry and the people who work there.
The campaign out today, called “That’s Who We Are,” showcases the people that brew, drive, stock and serve the company’s beers. It comes as AB InBev tries to shake off the effects of the Bud Light fiasco and move ahead with its summer marketing plans.
Bud Light debuted a new ad last week and more recently reactivated the dormant Bud Knight character on Twitter. The company also recently announced financial support for wholesalers who were feeling the effects of falling sales since Bud Light became the target of conservative boycotts.
The new effort also seems aimed at appealing to those distributors—some of whom rebuked AB InBev in a recent Wall Street analyst’s survey—by putting them in the marketing spotlight while attempting to portray the brewer as supporting the American economy.