The controversy started with a single commemorative can of beer, one which wasn’t even for sale. And so they end up in a position where they’ve satisfied nobody.” With the CEO’s response, “they did this half-step backwards, which doesn’t satisfy their existing market.” Meanwhile, “this market they’re trying to appeal to … sees this as an inauthentic move. “Bud Light misunderstood their ability to reach out to a new target market and the backlash they would face with some segment of their current market,” said Jared Watson, assistant professor of marketing at New York University. Some brands are able to walk the line, or pick a side and stick with it. “People are much more interested than ever before in the underlying values of brands,” and at the same time, there’s “the political polarization of the country.” “There are two trends that are colliding,” said Daniel Korschun, associate professor of marketing at Drexel University. But those values are often opposed, creating a tricky situation for advertisers who want to convince everyone that their product is right for them. Customers increasingly want to feel like the products they buy represent their values. Huh/APīud Light is not alone in struggling to reach some audiences without offending others. There have been calls for a Bud Light boycott.
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