As it attempts to get back on its feet, Bud Light unveiled new creative depicting a carefree summer.
Set to Chic’s “Good Times,” the 60-second “Easy to Summer” ad shows consumers enjoying Bud Light while they deal with pratfalls of the season including sunburns, bare feet on hot pavement and hammock spills. Officials of parent Anheuser-Busch InBev have said they would triple summer ad spend this year as the brand tries to bounce back from a prolonged sales slump related to uproar over a viral post from trans influencer Dylan Mulvaney.
The commercial is one piece of Bud Light’s summer marketing plan. Bud Light also announced a national summer music tour and said it would release new social content featuring NFL stars Travis Kelce, George Kittle and Dak Prescott. The focus on summer fun, music and football comes as the brand tries to win back fans by steering clear of divisive issues and emphasizing crowd-pleasing associations.